The brief was simply to drive reach, but the challenge was that whilst our target audience are big social users - we had no specific social platforms for us to leverage off.  So we needed to find a compelling way to connect with them.
 
We developed an idea around “ Touch of Classic Elegance” and developed a campaign leveraging existing platforms of well-known bloggers while giving them a unique experience and promotion.
 
We got on board three influential bloggers involved in Sydney and Melbourne and created an integrated digital and physical experience that is built around sharing.  The bloggers were given the opportunity to meet and engage with their readers while participating in a Icona Vintage experience in shopping centres & the Better Homes and Gardens show in Melbourne.

We created a physical experience which consist of vintage set up showcasing the product and giving consumers vintage makeovers and then photographed with their new look. This lead into an app that lives on each of the bloggers’ Facebook pages & the Icona website where all the content is housed for people to share.

To further pump up the vintage element of the campaign we outfitted Kombi Coffee vans that live outside the shopping centres showcasing the product and sampling coffee.

Links to the Blogger Facebook applications:  Bloggers Interiors AddictChocolates Suze Blog, and Candice DeVille Super Kawaii Mama

Press: Campaign BriefB&T