150 industry guests were invited to attend a one-night-only “Flash Party” (6pm-10pm), which is a concept
originated by MONDO bartenders. The event showcased their services, serving the finest canapés and unique
The secret location, Roller studio in Surry Hills was revealed to guests via email and SMS just 24 hrs prior to the
Initiations were mailed
Once RSVP’d an email
specifying the date,
time and suburb only
was sent to guests,
keeping them intrigued
and increasing talk-
ability amongst their
1 day prior to the event
an email revealing the
address was sent to
The following day after
the event a thank you
eDM, linking them to a
site that housed the
photos was sent to
Comms Engagement Journey
Communication 1: Invitation
Invitations were mailed to guests.
Communication 2: eDM
Once RSVP’d an email specifying the date, time and suburb only was sent to guests, keeping them intrigued and
increasing talk-ability amongst their friends.
Communication 3: eDM
1 day prior to the event an email revealing the address was sent to guests.
Communication 4: eDM
The following day after the event a thank you eDM, linking them to a site that housed the photos was sent to
Interior and Entertainment
The studio interior was funky, with random ornaments (type writers, steel boxes with subtle branding, block
letters spelling out “Flash”) and interesting light projections creeping up the walls. There was a DJ playing on
arrival, pumping dirty house tunes and a cool live band later on in the night. The mixture of music was a highlight,
at the right volume, trendy and non-commercial.
Beverages and Food
Interesting cocktails in unique containers and tasty canapés (zucchini flowers, lamb shanks) were circulating all
A mixture of designers, PR and advertising industry people were gathered.
Post Event Activity- Photos Online
When quests received the thank you eDM, they could click through to the online photo gallery. Photos were also
streamed online through the events Facebook page, reaching people who did not attend the event.
943 friends (specifically Eastern suburbs party
goers and celebrities, aged 18-35 yrs)
Post Event Online Activity – Nine-Five
Nine to Five Sydney gives updates on what’s happening and what’s hot in daily, latest news, sport, sports, results
Social Diary is a members-only website providing a calendar in which information can be logged about upcoming
Post Event Online Activity – Social Diary
Post Event Online Activity - Spice News
Spice News reviews daily events, product launches and new incentives.
S pages Red Carpet
Post Event Newspaper Activity
69,000 annual, 1,300 weekly readership1,140,000 annual, 22, 000 weekly readership