Amplify help give Carnival that Converse touch...
ChallengeAmplify were challenged to launch Converse’s new custom sneaker that allows consumers to customise their sneakers online, using Notting Hill Carnival as a disruptive brand moment.
InsightNotting Hill is a staple in the London social calendar. We didn’t want to pull people away from an experience they live and breathe, instead we wanted to facilitate a better experience by staying authentic and true to the essence of carnival.
StrategyTo keep the essence of carnival and create a hot ticket event that allows us to tell product stories and tactically engage key influencers.
Custom Converse X Notting Hill CarnivalWe created an event that used a key moment in the London’s social calendar to help launch the new Converse Custom platform and provided the hot ticket Notting Hill Carnival party. The all-female line up, including Lady Leshurr, was inspired by Notting Hill. The setting also helped introduce the custom sneaker platform as two of the artists created their own sneaker design pre-event to be seeded to influencers.
Their designs were used to authentically influence the look and feel of the space and we added Jamaican food and rum cocktails into the mix for good measure. With its own private viewing platform over the carnival route, the space gave guests a VIP experience whilst immersing them in everything carnival has to offer. Meanwhile, visually impactful, shareable moments were created throughout the event to encourage guests to share on their social channels. These included an Instagram area with carnival décor and props, as well as a custom Converse Snapchat filter.