Holiday Cheer, Afterpay Here
Afterpay lit up Pitt Street with a festive Holiday Activation themed “Gift Thoughtful, Pay Thoughtful,” transforming the busy shopping strip into a lively hub of rewards, interaction and holiday cheer.
Shoppers were invited to show their Afterpay app for the chance to win instant in-store credit by peeling a panel from a life-size credit card installation. The experience created a playful moment of surprise and delight, drawing steady crowds throughout the day.
A live DJ kept the atmosphere buzzing, while Harrys offered free matcha to anyone who flashed their app, giving visitors a refreshing treat as they explored.
Playful signage, including a Lollipop sign, A1 info boards and a Cakey Counter styled to display matcha bottles, tied the space together and elevated the overall experience. The result was an engaging, high energy activation that captured the spirit of thoughtful gifting and holiday fun.
the client needed
Afterpay needed a high-impact holiday activation that could stand out within Pitt Street’s fast-paced environment and encourage direct engagement from both existing and potential app users. The objective was to create a festive, rewarding and low-barrier moment that shoppers could easily join in during the peak retail season. They required a hero mechanic that was simple, tactile and instantly understood, while still tying back to the “Gift Thoughtful, Pay Thoughtful” campaign message.
To maximise visibility, the client needed strong signage and clear directional cues, including a Lollipop sign, A1 boards for Harrys Matcha and key information, as well as an entrance sign to help guide the flow of foot traffic. Functional components were also essential, such as a counter dedicated to housing the matcha product and an area for the DJ setup to keep the energy elevated. Overall, Afterpay needed a cohesive, compact activation that blended fun, rewards and brand storytelling seamlessly.
Holiday Rewards, Unwrapped
From the outset, we saw an opportunity to turn Afterpay’s thoughtful gifting message into an experience that felt playful, premium and instantly engaging. Pitt Street’s high foot traffic meant the activation needed to not only stand out visually but also communicate the reward mechanic within seconds. The life-size credit card peel moment became the perfect hero element, offering a tactile, eye-catching and memorable way to reinforce the idea of unlocking thoughtful rewards.
We wanted the space to feel energetic yet approachable, so we combined interactive elements with warm, inviting signage and clear cues that guided shoppers through each touchpoint. Introducing Harrys Matcha added a second incentive that felt fresh, relevant and buzzworthy, encouraging visitors to linger and explore. The DJ element elevated the atmosphere even further, ensuring the activation had constant movement and personality. Overall, our thinking centred on creating a moment that was memorable, social-friendly and deeply connected to Afterpay’s holiday message.
How We Activated
We brought the concept to life by creating a layered, high-impact experience anchored by the life-size credit card installation, where shoppers peeled off panels to reveal instant in-store credit rewards. The mechanic was intentionally simple, quick and tactile, making it easy for people to jump in and keeping the energy moving throughout the day.
To boost visibility, we introduced a large Lollipop sign that communicated the key details at a glance, supported by A1 signage at the entrance and beside the Harrys Matcha station to guide visitors clearly through each touchpoint. The Cakey Counter served as both a functional and visually cohesive display surface for the matcha bottles, helping streamline service while tying into the overall aesthetic.
A live DJ added rhythm and movement, naturally pulling people toward the space. Staff greeted shoppers, verified the Afterpay app and facilitated both the credit card peel and matcha moments. The final result was a cohesive, energetic activation that delivered excitement, clarity and memorable holiday engagement.
