The Brief

4thStreet was the official wine sponsor of the Rihanna Diamonds Tour – an exciting alignment for this feminine, fun and innovative brand. We targeted trendy young women who love to be seen in the spotlight, and 4th Street was their ticket to a VIP Rihanna experience.

While 4thStreet was giving away loads of tickets to the show, they couldn’t give to everyone. For those unlucky not to be rewarded with complimentary tickets, it was our job to let them know that next time they could be the ones shining bright with the sweet life.

The Idea

By identifying relevant social influencers – such as Toya Delazy, Stacey Norman and Tecla Ciolfi – and giving them VIP tickets to the show, we would be able to make use of their social followings to ensure they spread the word.

The Idea

By identifying relevant social influencers – such as Toya Delazy, Stacey Norman and Tecla Ciolfi – and giving them VIP tickets to the show, we would be able to make use of their social followings to ensure they spread the word.

The Execution

In keeping with Rihanna’s persona, we designed an intriguing, diamond-shaped invitation for our influencers. Upon lifting the delicate, laser-cut cover of the invitation, the glitter-varnished diamond opened to reveal a shiny mirror board with the official 4thStreet VIP invitation carved into Perspex.

To make the experience even more memorable, each invitation was hand-delivered by a professional Rihanna impersonator and her two bodyguards, making this the most direct mail our VIPs could wish for. The invitation drops were filmed and sent to each invitee for online use.

The Outcome

The bloggers and influencers received a beautifully crafted, tactile and interactive VIP experience that was so remarkable, they were compelled to share.
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