WOW My Town

The brief

To celebrate 30 years of The World of WearableArt (WOW), major partner, Mazda NZ, and WOW came together to take the magic of the world-class stage show to small town NZ.

The solution

The first ever WOW My Town Roadshow was born!

Over 10 days two Mazda’s, one adorned with striking images of award-winning WOW garments, travelled over 1,500kms to six cities across NZ.

At each stop award-winning WOW garments in were displayed in pop-up activations in town centres. Hundreds of people came out to see us and get their photo taken with the models.

We also visited iconic NZ locations to create incredible social media content and video footage for the final video that would be displayed at WOW’s Fan Hub.

The result

We shared highlight reels and snap shots of the journey on social media which reached an audience over 140K strong.

The 11-minute film we created featured memories from past designers, judges, models and super fans, it also showcased the stunning garments against the backdrop of some of New Zealand’s finest landmarks.

The video played in the Fan Zone outside the TSB Bank arena in Wellington every day for the two-week long show season on a reflective prism that was powered by the Mazda CX-8 by a dramatic prop power cord.

The campaign won Boyd PR Silver at the Commercial Communications Council’s 2019 Pressie Awards in the Best Sponsorship or Media Partnership category as well as Silver at the 2019 Bulldog PR Awards in the Best Arts & Entertainment Campaign category.

WOW My Town was also one of 283 entries shortlisted out of 723 submissions in the PR Awards Asia 2019 in the PR Event category, and was shortlisted at the SABRE Awards Asia-Pacific 2019 too.