MBA & Biore create a spa haven for Splendour in the Grass festival go-ers
MediaCom & Biore create a spa haven for festival revellers| August 7th, 2015
#charcoalselfies campaign created to heighten awareness of Biore Charcoal Spa at popular Byron Bay music festival.
On behalf of skin care specialists KAO Australia, MediaCom Melbourne has created The Bioré® Charcoal Spa #charcoalselfies; a pop up beauty salon staged in the popular music festival, Splendour in the Grass. A first time experiential campaign executed by KAO Australia and MediaCom, the campaign targeted female festival attendees to enjoy a free mini facial and trial the Bioré® Skincare range first hand in the comfort of a spa haven amidst the hustle and bustle of the annual event.
Challenged with increasing awareness of Bioré® Skincare, and to grow fans on Instagram, #charcoalselfies effectively created heightened social media buzz seeing festival go-ers share images of their glowing skin and experience within Splendour in the Grass’ sanctuary of calm and freshness.
Contributing to bringing the experience of the brand to life for the audience, an Instagram and Facebook competition were also created where individuals were asked to share their best festival look selfie to win VIP passes to the festival. Across the three days, the Charcoal Spa was completely booked out and delivered 200+ 15 minute facials. Working with Get Glossy and AWPR, the campaign also generated consumer PR and blogger coverage from the event featuring in Cleo, Dolly, on Facebook and Instagram and a film from The Biorè Charcoal Spa has since been seeded with beauty influencers.
Anny Havercroft, General Manager, MediaCom Melbourne said, “The beauty category is incredibly competitive and we spotted an opportunity outside the typical connection environments to add value to festival-goers. We were delighted to create content and experiential for Biorè at Splendour in the Grass this year, the Bioré Charcoal Spa was a welcome addition to the festival experience, creating moments of freshness amongst the festival madness.”
Kristina Dimovska, Brand Manager, Kao Australia, ‘We are proud to be associated with Splendour in the Grass 2015. This is the first time that Bioré Skincare has partnered with Splendour in the Grass and we are thrilled with how successful the event was. Our collaboration with Splendour in the Grass and the execution of the event by Mediacom was paramount to the event success.”