NZME Viva Activation at NZFW: Kahuria
New Zealand Media and Entertainment (NZME) was appointed as the exclusive media partner for the largest fashion event in Aotearoa, following the announcement of New Zealand Fashion Week’s return to Tāmaki Makaurau in August 2023.
NZME came to Satellite asking for brand activation ideas at NZFW: Kahuria for Viva. As a leader in its field, Viva is a progressive brand, influencing and educating the local market on how to be informed, stylish, and empowered consumers. As well as a Viva weekly magazine, Viva.co.nz extends the print edition’s authority online.
The idea
The Viva magazine has historically featured a stellar line-up of cover stars. Ever evolving, the Viva brand continues to move forward into the future, with a digital-first approach, encompassing their Viva Premium website.
We wanted the activation to capture the iconic nature of the Viva magazine cover, with the digital innovation of Viva premium and the resulting ‘cover shoot’ activation was born! Guests to NZFW: Kahuria had a once in a lifetime opportunity to get on the cover of Viva, creating a magical real world experience with an exclusive digital takeaway.
The studio space
Satellite was responsible for creating the activation space. We really wanted it to look and feel like a photography studio. Working within the activation footprint at the Viaduct Events Centre, we scoped out the space, sourcing all lighting, hardware, backdrop and branded material, plus all of the props to bring the experience to life. Satellite managed all aspects of the activation, working with trusted photographers and brand ambassadors.
Registration
Guests scanned a QR code on signage at the activation, taking them to a mobisite that Satellite created. Guests completed a simple registration form to take part, including tick boxes around image usage. The mobisite then revealed their entry pass to have their photo taken.
The experience
Once registered, a guest had their entry pass scanned at the activation to have their time in the spotlight. A photographer helped with their pose and position to get the killer shot! Guests could have a photo on their own, or with other guests for a group shot.
The photos taken appeared on a screen for guests to select their best shots. Once selected, they appeared in a matter of seconds on two large 65” screen ‘media walls’ at the event for guests and others to view, creating a real wow factor and generating talkability at the event.
The photo
As well as being displayed ‘billboard style’ at the event, the images also appeared in real time on the guest’s mobisite, where they could download and share to their social channels. The image output was crafted to be uploaded to instagram, so the shared content was premium and ultimately very shareable. This was important for the nature of the event and for reach. Guests could have as many photos taken as they wished, with all images being collated in their personalised mobisite over the week.
The results
Thousands of images were captured and shared over the week-long event - guests, models, media stars, fashion icons, social influencers - everyone got involved! Hundreds of outfit changes and repeat visits, sealed the success of the activation. Everyone wanted to take part in this once-in-a-lifetime experience and the quality of the images spoke for themselves.
I just wanted to say a big thank you for such a successful activation this year at NZFW… Am blown away at how inclusive it is and how everyone got into the spirit of it. The location on site was a primo spot too. Appreciate it, thank you!
In this project
- Event management
- Photography
- Set Design
- Creative Design
- Lighting
- Live Experience Technology
- Hardware Install, build skills & support
