MESHKI: Real-Time Race Day Looks, 4

Australian fashion e-commerce brand MESHKI has partnered with This is Flow and JCDecaux to launch an Out-of-Home and social integration first. The MESHKI Real-Time Race Day Looks campaign marks MESHKI’s first major Out-of-Home campaign, its first time advertising beyond digital and social platforms. Flow, who recently welcomed MESHKI as a new client with global buying responsibilities, identified a unique opportunity to evolve the role of Out-of-Home beyond branding. Targeting the growing female interest in Formula 1 and engaging racegoers during one of Melbourne’s biggest sporting weekends, the campaign leveraged JCDecaux SMARTFRAME - its small format digital network - at Spencer Street, in the heart of Melbourne’s CBD. Featuring dynamic creative that updated in real-time with user-generated social content, photos of influencers and F1 WAGs (wives and girlfriends) wearing MESHKI outfits to the race were streamed to the SMARTFRAMES bringing immediacy and relevance to the campaign. QR codes were embedded in the campaign’s influencer content, driving audiences to MESHKI and allowing customers to shop outfits directly.