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.
What the client needed
The client needed to stand out in a sea of people, and what better way than by transforming a large cart into a bold, Bondi Mint–themed showstopper.
Custom-designed with playful detailing and vibrant colours, the cart served as both a functional display and an eye-catching activation point. It created a fun, fresh brand moment that was impossible to miss, drawing in crowds and making a lasting impression in a busy event environment.
Culture Kings Arrives in New Zealand with a Bang
The opening of the first Culture Kings store in New Zealand was a momentous occasion.
We needed to make an impact, and we did just that with a bold, high-energy launch that captured attention from the moment the doors opened.
How we activated
We custom created an Afterpay coffee cart for the occasion, serving freshly brewed coffee and branded Afterpay cookies to the waiting crowd.
The cart became a focal point of engagement, drawing people in with its sleek design and playful branding.
It added a warm, welcoming touch to the launch while reinforcing the Afterpay experience in a fun and memorable way.
