CHALLENGE: Christina’s arrival in Australia gave Menulog a unique opportunity to launch the new global TVC and brand campaign in a locally relevant way for Australians.
IDEA: Utilising Menulog’s distinctive delivery bag, we recruited Australian Indie designer By Weave Collection, to re-imagine it and create a star-studded designer bag that was fit for a diva.
Inspired by the bougieness of the latest ‘Did Somebody Say’ advertisement directed by Dave Meyers, it was built to actual delivery bag dimensions and featured luxury Australian leather, a diamante encrusted Menulog logo, recycled fabric liner and real 22 carat jewellery trinkets including an avocado, fries and a burger. Hand delivered to Christina Aguilera before she flew to Australia, she was spotted by paparazzi in LA with the bag on her way to LAX before boarding her flight. After the photo leaked, it swelled a national news cycle, reaching millions of fans across Australia and the world, asking “what’s with the bag?” and anticipating her imminent arrival in Australia. Further to this a content series was created of Xtina sharing what was in her bag garnering over 8 Mil views. A competition to win this bag, signed by Xtina, received over 2,000 entries too!
RESULTS: Australia went crazy for Christina and her designer delivery handbag. Across global publications, To date the campaign results are:
- 2,540 pieces of coverage globally.
- 1.4 Million in Earned Media Value
- 120 Million + in Earned Reach
- 8 Million + Social / Tik Tok Views
- 2000 competition entries to win her handbag
