Wetpaint stages Rebecca Summer Collection 2013
Wetpaint Advertising staged a lavish fashion show-themed event, as the pièce de résistance to the culmination of an integrated brand awareness campaign, marking the launch of Rebecca Fashion International hairpiece products onto the South African market.
Wetpaint delivered just that, with a month-long online and social media campaign, which lead up to a star-studded fashion show at Monte Casino's prestigious La Toscana events venue in Johannesburg, on 5 December 2012. The digital aspect of the campaign fulfilled two key roles: promoting the Joedir and Magic ranges themselves, as well as building excitement, momentum and buzz around the event.
With this in mind, Wetpaint Advertising staged a fashion show event that would showcase the fashionable versatility of the hairpieces, as well as Rebecca's high-fashion clout. The pieces were styled into haute-couture, avant-garde creations, and emphasized by equally dramatic designer garments.
Guests were awed and entertained by over 30 gorgeous models, sporting twice as many different show-stopping hairpiece looks. Electrifying music, laser shows and elementally-inspired themes further added to the theatrical atmosphere. Guests were greeted with Tequila Sunrise cocktails on arrival, and were treated to an assortment of finger foods and Asian-inspired canapés after the show. Interviews with videographers were interspersed amongst celebrity mingling, and each guest got a moment in the spot light with the flash of a camera in front of the media wall.
A truly glamorous evening was had by all, cementing the Rebecca Fashion International brand as a high-end, trend-setting hairpiece product, perfect for the stylish South African woman.
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