In November 2017, Victoria’s Secret took to the streets and joined the revolution of high-end street marketing with our mobile event truck. One of the world’s leading lingerie brand turned sales opportunities into conversions by utilising our -15-footer truck to tempt passers-by with complimentary bra fittings in a high-foot traffic location outside Mandarin Gallery, Orchard Road.

Our 15-footer truck made sure the brand’s message was heard loud and clear! It was customised with an ultra-chic look-and-feel, inside and out which aligned with the brand’s sophisticated image. Crowds were attracted by a large luminous hashtag light which was placed along the edge of the extendable stage and the large interior space was used to present an attractive product show-case.

Audiences were incentivised to take a few moments out of their busy day with a cash voucher to redeem in-store. The agency involved also ideated a reward-strategy that boosted social media presence and ensured voucher redemptions. Audiences were offered a free scoop of ice-cream for every in-store redemption or social media post. It was a temptation few could refuse.

This unique activation helped Victoria’s Secret drive quick-sales turnaround and experience a rise in social media activity. It demonstrates that in today’s digital world filled with commercial clutter, traditional style face-to-face events can prevent audiences from blocking out offers and can generate effective and efficient sales conversions. As we say, if content is king, then engagement is queen!

Unicom Marketing