From data to dancefloors: Unlock’s full program dives into how brands build trust and culture
(CW from top left) Ben Liebman, Vanessa Denis, Tim Farmer, James Griffiths and Neil Ackland
Mumbrella’s 24-hour economy event Unlock has new sessions for the 30 October program, exploring how brands can shape culture, customer experience and connection across the 24-hour economy.
“How DiDi turned data into dancefloors” sees DiDi ANZ and Universal Music’s creative agency Bring unpack the DiDi Kick Ons campaign, a series of after-hours music pop-ups that turned late-night mobility data into cultural moments. The case study will explore how the partnership re-energised Sydney’s nightlife, boosted venue footfall, and shows how marketers can think like artists to create experiences, not just ads.
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Rounding out the program, a panel titled “Does Sydney have a brand problem – and can brands help fix it?” will bring together Matt Jones, Four Pillars Gin co-founder and chair of Business Advisory Panel for the City of Sydney and Alice Ellis, Time Out Australia’s editor-in-chief.
