Vicroads Love Booth

VicRoads Custom Plates sought our services to develop a promotional activation idea to generate awareness of their ‘I Love plates’ range. Leveraging the Valentine’s Day theme, cms came up with the ‘Love Booth’ concept, which was held at Federation Square on the evening prior to 14 February.

Families, friends and lovers were snapped inside the Love Booth with VicRoads I Love plates and Valentine’s Day props, receiving an on the spot copy of their photo as well as digital version to share online. A staggering 110 photos were shared on social media, resulting in 14,070 total impressions. 

The enthusiastic promotional staff distributed branded chocolates and popcorn, encouraging onlookers to participate. Musician, Josh Romig played a range of popular songs which added to the vibrant atmosphere.

Our role included concept creation, confirming venue hire, sourcing promotional items, staff and props, organising logistics and all other aspects of the event execution.


PZ Cussons – Imperial Leather Foamburst Launch 

Inspired by the ‘Simon, Tahiti Looks Nice’ commercial remake, an integrated campaign was implemented to launch Imperial Leather’s new product Foamburst, Australia’s first and only foaming shower gel.

To raise awareness and initiate trial of the innovative new shower experience, PR activity included media visits and the distribution of a media kit to key beauty editors and bloggers with over two million people reached through earned media.

Once available in-store, Foamburst was distributed at high traffic major metro train stations by pilots and ladies dressed in luxurious satin sleepwear.  Foamburst could also be found in the gift bags at major and minor events nationally with over 21,000 samples distributed.

A major promotion to create excitement about the ‘Simon, Tahiti’ television commercial remake saw us secure a $16,000 holiday to Tahiti through Tourisme Tahiti.  The trip of a lifetime was offered through sampling channels, e-newsletters and Facebook with over 21,875 people signing up to enter the competition. 


Department of Justice

Over the past four years the Department of Justice has engaged cms to implement a variety of grass roots campaigns, most recently a series of activations to support The Wingman campaign at various horseracing meets in Victoria.

Designed to address the issue of alcohol-related violence, young people were encouraged to take a pledge to be a “Wingman” and look after their friends and stay away from alcohol related violence whilst drinking and having fun at the races.

Pilots appeared at five regional and metropolitan race courses during Spring Carnival generating on average 298 photos per event.