SWEET TREATS, SWEETER SHOPPING
Afterpay joined forces with David Jones and Schmochi to bring the much-loved pop up bakery experience to Adelaide’s Rundle Mall. Following its previous success, the activation invited shoppers to enjoy Schmochi’s signature mochi donuts simply by showing their Afterpay app.
The bright and playful setup created a sense of delight and reward, perfectly aligning with Afterpay’s mission to make shopping more enjoyable. The collaboration not only drove engagement but also added a sweet touch to Adelaide’s retail scene, turning everyday shopping into a simple moment of joy.
What the client needed
Afterpay wanted to build brand love and customer engagement through a lighthearted, shareable experience that connected directly with their audience at David Jones. The goal was to reward loyal users while inspiring new sign ups in an authentic, feel good way. Afterpay sought to reinforce its “buy now, pay later” positioning as part of a positive shopping experience, not just a transaction. By partnering with David Jones and Schmochi, Afterpay aimed to drive foot traffic, delight customers, and associate the brand with small, memorable moments of indulgence. The activation needed to be seamless, visually appealing, and easy for customers to participate in, reinforcing Afterpay’s accessible, modern, and fun personality while delivering tangible value through a delicious, limited time offer.
Simply Sweet
We wanted to take the idea beyond a simple giveaway and transform it into a mini moment of joy. By creating a bright and welcoming bakery pop up, we saw an opportunity to blend retail energy with a fun foodie twist. The goal was to craft an irresistible treat yourself experience that felt effortless, rewarding, and true to Afterpay’s feel good brand promise.
We focused on designing a space that stood out in the busy retail environment while staying aligned with David Jones’ polished aesthetic. Every element was considered to spark curiosity and encourage interaction, from the playful colour palette to the inviting donut display.
The result was a space that captured attention, encouraged sharing, and left shoppers smiling as they walked away with a donut in hand and a lasting positive connection with Afterpay.
How we activated
We brought the pop up bakery to life with a custom built setup that balanced Schmochi’s playful brand energy with Afterpay’s clean and modern aesthetic. Located within David Jones Rundle Mall, the space featured branded signage, pastel accents, and inviting displays of Schmochi donuts that instantly drew attention.
Shoppers were encouraged to show their Afterpay app at the counter to redeem a free treat, making participation simple, quick, and rewarding. The activation team managed onsite logistics, staffing, and customer flow to ensure a smooth and engaging experience throughout the day.
Every detail, from the donut display to the digital integration, was designed to connect online and in store engagement seamlessly. The result was a cheerful, high traffic activation that spread smiles, generated strong social traction, and reinforced Afterpay’s commitment to making shopping a little sweeter for everyone.
