Logitech G + Maybelline New York launch ultimate glam gaming experience in Sydney via UMM

The leader in gaming peripherals, Logitech G, recently joined forces with Maybelline New York, to bring Sydney a unique social gaming experience developed by UMM. Logitech G and Maybelline New York launched the dreamy Logitech G Aurora collection to embrace ‘A New Age of Play’, celebrating inclusivity in the industry.

The intimate, but impressive space popped up in the bustling and creative hub of Crown Street, Surry Hills, for four fun-filled days starting Thursday 8th September – Sunday 11th September. This was a gaming hub never been seen before and was truly embraced by the gaming community.

The activation was open for bookings to the public, offering express makeovers, decadent snacks and a chance to kick back in your allocated hour to play PC and console games in the Aurora themed space, with guests taking home a jam packed goodie bag with help from partner, Yes You Can Drinks.

Booking out in just two hours the pop up extended an extra day to accommodate the growing wait list. The activation welcomed 128 booked guests, plus a slew of walk-ins over the four days.

Amongst the many guests were Logitech G ambassadors and notable figures in the gaming industry, Stephanie Benidixen, Grace Short and Fasffy, who are also spearheading a new direction of inclusive and positive gameplay.

The 360 degree campaign was made full circle with an out of home advertising campaign to coincide with the physical activation, with digital billboards strategically placed throughout the Sydney CBD.

Says Daniel Hall, Sr. category portfolio manager, Logitech G ANZ: “We couldn’t have asked for a better response to the launch of our first pop-up space for Logitech G and our partnership with Maybelline New York was important as they had already made positive moves in the gaming industry, working with one of our current ambassadors, Fasffy. The physical activation enabled us to display our commitment to ‘Play For All’ and the radical design moves the brand has made with creating product for gender inclusivity. It’s an exciting time for us and we are proud of this activation and what it represents.”

Says Nikki Stevens, joint MD, UMM: “The creative challenge for us was to create an activation that embodied the global marketing direction and that would be embraced by the local gaming community. We wanted to surprise and delight, going against what can be a one-size-fits all interpretation of what gamers want to experience. With the help of our incredibly talented stylist and caterer, Kate White of Katering, we went all out with the design and the reaction was beyond expectations. Everyday of the pop-up the atmosphere was one of joy and positivity and the social media coverage continues to flow from guests this week.”

Client: Logitech G ANZ
Sr. Category Portfolio Manager, Logitech G ANZ: Daniel Hall
Senior Marketing Specialist, Logitech G ANZ: Imogen Lamond

Creative, Activation, Partnerships, PR & SM: UMM
Joint Managing Director – Nikki Stevens
Joint Managing Director – Benoit Thorp
Senior Art Director – Insiya Sarkar
Graphic Designer – Leah Spadone
SM AC Director – Benjamin Xerri
PR AC Director – Yvonne Kong
PR AC Manager – Keira Shanley

Styling and Catering: Katering
Managing Director – Kate White
Makeup Artist – Vince Phan