Afterpay set to launch massive Black Friday live activation in Sydney via Ten Hats Agency + Thrive
Afterpay is set to take over Sydney’s Pitt Street Mall this Thursday with a large-scale live activation that will give away more than $100,000 in instant prizes — including the ultimate peak-season luxury: guaranteed VIP parking. The stunt, created by Ten Hats Agency with PR handled by Thrive PR + Communications, taps into new research commissioned by Afterpay revealing the biggest pressure points for Aussie shoppers heading into the festive season.
In response to new consumer research commissioned by Afterpay uncovering the biggest stressors over the festive season, Afterpay’s latest activation delivers on Aussies’ ultimate wishes for a stress-free festive experience.
Increased holiday traffic tops the list of things that cause festive tension. In fact, almost 1 in 3 (30%) said that traffic woes were the biggest stressor over the festive season.
Surveying more than 1,000 Australians, the findings uncover the moments that truly test festive cheer – from the living room to the car.
More than 1 in 10 Aussies said grin and bearing social and family commitments and choosing the perfect gift (20%) also ranked as significant stressors.
From couples testing each others’ patience during busy shopping trips, to families navigating the seasonal rush together, the research shows how holiday pressures can spill over into every part of the festive experience.
The desire to shop in-store remains strong, the Christmas rush not detracting punters from hitting up their favourite retailers to bag a bargain.
But what if there was something that would make the experience even more magical when they arrived at their destination?
When asked what would top shoppers’ holiday wishlists Australians chose guaranteed parking (43%) over discounts (39%), extended hours (35%), or other perks – validating parking as the ultimate holiday prize.
In fact, almost two thirds (62%) of Australians say they’d be more likely to shop in-store rather than online if they could count on a guaranteed parking spot during the holiday season.
The research shows that when convenience is prioritised, families can focus on what really matters: creating joyful holiday memories together.
In response, Afterpay has launched the Holiday Billboard, a giant interactive activation designed to make the festive season as stress-free as possible for Australians, with over $100,000 worth of prizes and the ultimate prize: guaranteed VIP parking.
This Thursday, November 20, Aussies can head to Pitt Street Mall from 8:00 am to select from 1,080 individual Afterpay cards forming a giant interactive billboard, with each participant guaranteed to win Afterpay credit ranging from $50 to $200, instantly redeemable at any store accepting the Afterpay Card.
What’s more, for a further 72 incredibly lucky winners, the real magic begins with their golden ticket: guaranteed, free VIP valet parking at Westfield Bondi the entire Black Friday/Cyber Weekend (November 28-30), enabling winners to enjoy Black Friday deals stress-free.
Emily Marshall, Director, Trade and Partner Marketing at Afterpay, says: “Black Friday and holiday shopping should be about excitement and festive celebration. This activation combines guaranteed prizes with VIP valet parking to enhance the shopping experience, while our interactive billboard and seamless in-store redemption create an innovative experience that drives meaningful retail engagement during the peak shopping season.
“We’ve designed a campaign that delivers genuine value for shoppers while providing measurable impact from a retail perspective – uniting consumer delight with strategic outcomes during the year’s most important shopping weekend.”
Afterpay x Black Friday Giveaway
When: 20 November, from 8:00 AM – while prizes last
Where: Pitt Street Mall, Sydney
How: Turn up, pick a prize from the billboard, and redeem in-store. First-come, first-served basis. Prizes range from $50–$200, with some including VIP parking to redeem at Westfield Bondi on Black Friday weekend.
Client: Afterpay
Production: Ten Hats Agency
PR / Publicity: Thrive PR + Communications
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