Missguided had stepped away from their guerilla marketing roots so we wanted to test the waters again to generate hype for the brand and get people talking. We were tasked with creating a buzz in London and given two weeks to turn something around.

London Fashion Week was scheduled for the following week, so we decided to make an appearance at the event Missguided style, turning up in the MG branded Rolls Royce, handing out copies of our babeZine style mag as well as free clothes, accessories, vouchers and MG Dollars.

MG’s Brand Ambassador Gemma Collins is renowned for her big entrances, always causing a stir when arriving at celebrity-packed events, so we brought her in as the face of the activation. Greeting fans from the Rolls, The GC wore Missguided head-to-toe and grew a huge crowd outside of the gates. We coupled the activation with a social competition, encouraging fans to find us in key spots around London on the day and throughout the week, hiding the Rolls in busy fashion hubs. All fans needed to do was to snap a pic of the Rolls and upload to their socials to be in with a chance to win a styling session and MG Vouchers.