Creative Execution

The A list partygoers could control the party using their very influential social media. The more they shared #makethenight, the better the party got. The party's surprises were held within an ice art installation. Every tweet, instagram and Facebook share turned on heat lamps to melt the ice. Controlling when the music kicked off, when the drinks were served and the final surprise? They made it show. The partygoers also controlled the social pages. The photos from the red carpet with the most shares, would feature in the next issue of Remix. Which was actually our print ad.

#makethenight trended #1 in New Zealand on the night. Thousands of photos, shares and likes were spread throughout the nation. 70% of the audience voted to get their photo in the final spread in the next issue of Remix and Telecom had a relevant print ad that the audience couldn't wait to see. Positive sentiment throughout all social networks increased substantially after the campaign. It was finally cool to be seen with Telecom again.

Telecom, an uncool Telco in New Zealand, wanted to become the most talked about brand within a trend setting A list audience. So, we aligned with the coolest event of the year, Remix Magazine's Mid Winter party. We needed a social idea that used Telecom's technology to not only get this influential audience talking about Telecom, but also sharing it with their thousands of loyal followers at home. What do socialites and fashionistas love the most? Showing off to their friends how they're in control.