We wanted to bring 10’s partnership with the Carnival to life with an immersive, sharable activation anyone can take part in. The carousel is a fun way for us to not only bring our brand to life, it also represents the playfulness of the full Carnival experience.
To create a light-hearted, fun and engaging consumer experience for the Network 10 brand to feature at the Spring Racing Carnival in Melbourne.
The Network 10 Carousel was launched! A custom-built 360-degree rotating photo opportunity brimming with the brand colours of 10’s unique TV channels.
The carousel displayed nine custom-moulded horses set on a rotating stage, emulating the popular carnival attraction. The ceiling was decorated in material dyed to match specific client brand colours and draped in alternate colours.
The core of the carousel featured mirrored panels framed with festoon lighting and the roof proudly displayed the Network 10 logo printed on an oversized pink ball sitting high on top and visible from far and wide around the racecourse.
After the excitement of a ‘spin and photo’, racegoers could relax on colourful branded bean bags grouped under market umbrellas on the adjacent lawn area.
A printed media wall surrounded the activation area adding further brand presence and yet another photo opportunity.
Network 10 hosts dressed in bright pink boiler suits were at the ready to welcome racegoers, deliver key brand messages, assist with photographs and ensure crowd control.
The carousel was activated at Flemington within a precinct called The Park – a ‘fairground’ for consumer engagement where many brands execute to this captive audience. It proved an extremely popular moment with the racegoers and Network 10’s presence was certainly felt as the new broadcasting home of racing for the Spring Racing Carnival.