Australian toilet paper brand Who Gives A Crap has launched what it describes as an Australian-first holographic activation at Chadstone Shopping Centre, as the company continues expanding its retail footprint.
Created in partnership with HyperGram and delivered by Disturbed Media Group, the installation uses holographic technology, bespoke 3D animation and spatial engineering to showcase the brand’s toilet paper products in a high-traffic retail environment.
The activation marks the first large-scale deployment of the HyperGram Experience in Australia.
Retail expansion strategy
Who Gives A Crap said its expansion into physical retail has become an important part of its growth strategy and mission-driven business model.
General Manager of Who Gives A Crap’s Australian division, Kai Wong, said: “Our expansion into over 2,500 retail stores has been a massive driver for our impact mission, helping us reach our recent $20 million donation milestone.
“This partnership with HyperGram allows us to surprise and delight customers in a high-traffic environment, proving that even toilet paper can be a ‘glamourous’ headline act at Australia’s fashion capital.”
The Chadstone activation forms part of a broader national retail proximity campaign promoting the brand’s double-length rolls and bamboo toilet paper products.
Competition tied to activation
The installation will run until 13 May, with shoppers able to enter a competition to win a bathroom makeover package, including a year’s supply of toilet paper and a $5,000 gift card.
Founded in 2012 by Simon Griffiths, Danny Alexander and Jehan Ratnatunga, the business has donated more than AU$20 million to clean water and sanitation initiatives globally.