Road By Karangahape
Karangahape Road Business Association
Despite its notoriety, people weren’t travelling to Karangahape Road like they once had. We needed a reason for people to visit the street.
So we created a one of a kind fragrance, ROAD by Karangahape. With notes of wet pavement, whispers of nightclub sweat, a flash of green heat infused with a touch of smoke and mirrors, ROAD captures the sensory rush of Aotearoa’s most iconic strip.
Like any luxury fragrance, ROAD needed its own ostentatious launch campaign. So armed with a bag of white singlets and a few rolls of film, we wandered into the sweet smelling land of blue steel with the local celebrities behind the Karangahape businesses you know and love.
Only available on Karangahape, ROAD moved from businesses over 40 days with all proceeds going to Lifewise NZ.
150 Limited bottles of ROAD
$15,000 Earned for Lifewise NZ
40 Karangahape businesses featured
8 minutes Average daily sell out time
Over $1,500,000 of earned media was also achieved throughout the campaign, including a headline story on ONE News at 6pm.