To create awareness around the home entertainment release of Mamma Mia! Here We Go Again and assist in driving consumers to digitally download or purchase the movie, we developed the ultimate Abba-Fabulous Festival event.

We hosted a three day consumer and media pop-up event in Waterloo to celebrate the release, with three interactive brand partnership experiences: a RetroSweat dancing masterclass inspired by the film; a Greek feast hosted by ex My Kitchen Rules contestant Helena, along with Mamma Mia! Trivia hosted by special guest Effie; and a Mamma Mia! inspired paint and sip session with Cork and Chroma.

The campaign generated 270 media stories reaching 4 million Australians, with extensive coverage appearing across a wide range of media outlets such as Delicious, Whimn, Concrete Playground, The Urban List, The AU Review and Junkee.  Six weather crosses ran on the Today Show for over 12 minutes, then further syndicated nationally to 200+ metro and regional media outlets.