To announce Misschu’s arrival in Bondi, and to celebrate the launch of the brand’s new website, online ordering and iPhone app, we decided to light up the Sydney beach-side precinct and offer hidden goodies. We called it The Great Dumpling Hunt.
We created a guerrilla team of chuckers and lobbers to spread LED Throwies (magnetic lights) around Bondi, staking out the 2km delivery territory for the new tuckshop. But we also attached to many them a mini-vouched that could be redeemed for a free pork bun. Within hours, Bondi’s streets and online social networks were a-buzz with news of the decorative, urban additions. People laughed, tweeted, photographed. Some of the Bondi locals collected the LEDs and re-imagined our decorative efforts with their own. Over two consecutive nights (and then later repeated in subsequent campaign runs), the Misschu brand was distributed in a unique and appealing way that led to increased awareness, positive referral, online PR and store visitation.
Here are some highlights: