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Mice Net : August 2008
Case C NAME: Generation S – a funky Swedish fashion & music event hosted by the Swedish Embassy showcasing the latest Swedish fashion currently in Australia or on its way into the Australian market. TYPE: event BY: Carpe Diem PR & Events WHEN: May 7, 2008 WHERE: Oxford Art Factory, Oxford Street, Sydney PAX: 450+ BUDGET: BRIEF: Carpe Diem’s brief was defined by the following objectives: To showcase the very latest Swedish fashion currently in Australia or on its way to Australia; To increase the awareness of Swedish fashion labels in Australia amongst a youth audience (18-35); To create an exclusive fashion and (music) promotional event by inviting Sydney’s grungy, funky, trendy A-List music and fashion conscious and entertainment media (music, fashion and social/gossip). HOW: Development and design of the Generation S brand Development of ‘Next Generation’ a distinct fashion and music concept for a targeted audience. Identification of appropriate fashion and music-related sponsors and partners to strongly communicate the Swedish ‘next generation’ cultural message Identification of appropriate Swedish fashion labels, suitable to the event concept. Arrangement for a Swedish music group to perform at the event Development of a carefully selected VIP guest list, including Sydney’s A-class fashion and music trendsetters. Creation of an interactive and quirky online invitation to boost interest and create a ‘viral effect’ of the event www.carpediemevents.com/generations. Creation of promotional and media material of the event. Formation of partnership with media for pre-event support. Development of a pre-event competition to create hype around the occasion. IN SUMMARY: A one-night entertainment event at Oxford Art Factory for Sydney’s A-class fashion and music trendsetters. Six distinct fashion labels showcased their collection at the event, including: Cheap Monday, Kostym, Dr Denim, Julian Red, Camilla Norrback and Gram. Nine sponsors, supporters and media partners including Scandinavian Airlines, Absolut Vodka, kikki.K, Make-Up-Store, Somedays, Oscar & Oscar, International brands (Peroni Nastro Azzurro, Miller Genuine Draft & Miller Chill), Popfrenzy & Fbi. More than 450 exclusive VIP guests attended the event. The Swedish up and coming electro-pop group ‘The Sound of Arrows’. It was all things Swedish at the Generation S event. 32 mice.net MEdIA ONSItE INclUdEd: Sydney Morning Herald, Triple J, SBS Radio, Fbi Radio, Time Out, Harper Bazaar, Cream, Yen Magazine, My Space, NineMSN and Wentworth Courier. study Swedish fashion and music event A U G 1 U S T 2 0 0 8 – M D I U C E . N E E S T A S T Y N O . 5 2 7 6 9 3 -