Created to inspire creativity and with longevity in mind, Day Club’s campaign identity, to us, screams Adelaide summer afternoons. Simple, distinctive and memorable – we sought cut through in the market through attractive summer colours and a bold circular logo that stamps itself as the focal point of all collateral

Designed to build equity fast and efficiently, Day Club is a campaign that intends to return once a year for the foreseeable future as Adelaide’s number one summer party activation atop Eos by SkyCity with 270 degree views of the beautiful Adelaide.

The norm for Sôl Rooftop is photography of people with drink in hand, with a strategy to play on emotion and view alongside detailed messaging and price point based copy. Our crazy idea was to completely flip the norm on its head by using simple, attractive and photogenic graphics and typography paired with a simple tagline and no intention to articulate sale.

The first two weeks of Day Club has been a massive success. Sôl Rooftop obliterated it’s 2023 average daily budget, matching last year’s New Years Eve record – a stat that is unheard of for the venue (or any venue) let alone the opening day of a risky campaign for the business.

We believe this comes down to a fresh method of communication for Sôl Rooftop and focusing on promoting an event, rather than an offer. The fantastic offer that Day Club has is used for conversion post clickthrough or search as opposed to forcibly trying to sell something that might seem enticing right then and there.