AFTERPAY IN ACTION

Pitt Street Mall came alive with a striking Bondi Mint takeover as Afterpay brought its “Pay It Forward” Mystery Market to Sydney. Designed to surprise and delight shoppers, the activation invited Afterpay customers  to engage with interactive experiences, score mystery prizes, and enjoy complimentary coffees – all while highlighting the power of Afterpay’s community-first approach. Showcased live on channel seven and channel Ten, this activation captivated audiences across Australia

Ten Hats played a central role in bringing this bold vision to life, managing the activation end-to-end – from concept development through to on-the-ground execution. Our team custom-built the Mystery Box installation, a visually captivating structure lined with hundreds of sleek Afterpay-branded boxes. Each box represented the excitement of the unknown, reinforcing the campaign’s message of generosity and discovery. The clean lines, glowing lighting, and immersive design ensured the installation became an instant magnet for attention in the bustling shopping precinct.

Complementing the Mystery Box was a bespoke Afterpay coffee cart, offering free coffee to anyone who flashed the Afterpay app. This simple yet effective mechanic created a moment of connection between brand and consumer, while driving app engagement in a natural, rewarding way.

From the logistics of site management to the precision of production, staffing, and stakeholder coordination, Ten Hats delivered a seamless execution that embodied Afterpay’s brand ethos. The activation not only generated buzz across Pitt Street but also translated into powerful word-of-mouth moments, as shoppers shared their mystery market experiences both in person and online.

The result was an activation that was equal parts playful and purposeful – a reminder of how thoughtful design, clever mechanics, and flawless delivery can transform a city street into a stage for unforgettable brand storytelling.