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MediaCom & Bioré® create a spa haven for Splendour in the Grass festival go-ers

Announcement posted by Sphere Public Relations 27 Jul 2015

#charcoalselfies campaign created to heighten awareness of Bioré® 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.”

 

 

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For more information, please contact:

Anny Havercroft, General Manager, Melbourne.

+ 61 (0)2 9940 7052

anny.havercroft@mediacom.com

 

 

About MediaCom

MediaCom is the “The Content + Connections Agency”, working on behalf of its clients to leverage their brands’ entire system of communications across paid, owned and earned channels to step change their business outcomes.  MediaCom delivers not just individual channel silo efficiencies but also connected communications system effectiveness, by developing and optimising all content – defined as any form of consumer messaging – as the fuel that drives high-performing systems. MediaCom measures and quantifies communications systems across paid, owned and earned through their unique Connected System Audit.

 

MediaCom is one of the world’s leading media communications specialists, with billings exceeding US$29 billion (Source: RECMA 2013). It employs 5,800 people in 122 offices across 97 countries around the globe.  Its client roster includes P&G, VW Group, Dell and Universal.  MediaCom was named Network of the Year at the Global M&M Awards for an unprecedented fourth year 2013, 2011, 2010 and 2009.

 

MediaCom is a member of WPP, the world's largest marketing communications services group, and part of GroupM, WPP’s consolidated media investment management arm.

 

For more information, visit www.mediacom.com.au and to download accompanying images go to: https://www.dropbox.com/sh/w4y0eewskrj8bdc/AAC2iTBX0vNJC3GETZi12041a?dl=0

 

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About GroupM

GroupM is the world’s largest global media investment management operation, with total billings exceeding US$96 billion (Source: RECMA 2013). It serves as the parent company to WPP media agencies including MediaCom, Maxus, MEC, and Mindshare. Its primary purpose is to maximise the performance of WPP’s media communications agencies on behalf of its clients, its shareholders and its people by operating as a parent and collaborator in performance-enhancing activities such as trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. The focus of GroupM is the intelligent application of physical and intellectual scale to benefit trading, innovation, and new communication services, and to bring competitive advantage to its clients and companies. For more information, visit www.groupm.com.

 

About WPP

WPP is the world’s largest communications services group with billings of US$71.7 billion and revenues of US$16.1 billion.  Through its operating companies, the Group provides a comprehensive range of advertising and marketing services including advertising & media investment management; consumer insight; public relations and public affairs; branding and identity; healthcare communications; direct, digital, promotion and relationship marketing and specialist communications. The company employs over 175,000 people (including associates) in 3,000 offices across 110 countries.  For more information, visit www.wpp.com.

 

WPP was named Holding Company of the Year at the 2014 Cannes Lions International Festival of Creativity for the fourth year running, since the award was initiated.