| Title | In Bloom |
| Agency | Amplify |
| Campaign | In Bloom |
| Advertiser | Afterpay |
| Brand | Afterpay |
| Date of First Broadcast/Publication | 2023 |
| Business Sector | Apparel, Fashion & Footwear |
| Tagline | Amplify + Afterpay blur the lines of reality in this Spring Fashion campaign… |
| Story | Continuing our long-standing relationship Amplify was again tasked with showcasing Afterpay as an innovative and forward-thinking brand at the centre of fashion. Through a partnership with iconic store David Jones we looked to drive consideration and conversion amongst the target Gen Z audience, both online and in-store. |
| Philosophy | Introducing… Afterpay X David Jones: In Bloom Amplify sought out to engage Gen Z through an immersive journey, transporting them from physical windows to a virtual garden where garments from three Australian fashion designers come to life as our avatar interacted with the digital world, reflecting their unique identities. The digital world was designed by esteemed Australian fashion photographer and artist, Justin Ridler and featured garments from the SS23 collections of designers Michael Lo Sordo, Alemais and Rachel Gilbert. Modelled by a custom virtual avatar, the pieces were on display at the David Jones Elizabeth Street Flagship Store taking prime position in their main window displays. Leading the trend of CGI-enabled, faux physical stunts and helping us further reach our target audience online, we took over the entire exterior of the David Jones Elizabeth Street Flagship Store to create a complimentary immersive experience that further mixed realities. Thanks to both organic shares and a robust social campaign, our key launch film was further amplified online, generating more buzz from both the target younger Gen Z audience and older audiences, driving traffic online and in-store. |
| Problem | Blurring the lines of reality... Gen Z’s are the first generation to grow up fully immersed in the digital age and as a result most of their purchasing decisions are highly influenced through the use of social media platforms. With Gen Z’s strong inclination towards online shopping and extensive mobile usage, why not reach them where they’re at, effectively engaging them with the brand? To truly innovate we looked to collaborate with three of Australia's most intriguing fashion designers, with both Afterpay and David Jones helping to bring their visions to life through mesmerising digital displays, aligning them with fashion and innovation. |
| Media Type | Outdoor/Out of Home |
| More Information | https://www.weareamplify.com/work/global/in-bloom |