To show off all the possibilities of the Sydney Spring Carnival - far more than just racing - we redesigned the world’s most impractical fashion accessory form the turf up.

Partnering with Lady Gaga’s couture shoe designer, we created the Trojan Heel – a shoe packed with eight high-tech features which showcased to all Australians the best experiences of the Sydney Spring Carnival.

Packed with eight high-tech features, the heel did everything from leading the wearer to live entertainment, to paying for champagne at hidden bars. With four unique designs themed to each of the major sponsors, Australia’s leading fashionistas debuted each look while their race day adventures were captured for social.

It was a women’s shoe, but its message was universal. A day at the races was more than just a horse race; it was an invitation to an unpredictable day of racing, style, entertainment and hospitality.

Together, the eight features of the Trojan Heel portray the ‘unexpected possibilities’ people may encounter at the races, including racing, style, food and live entertainment. Features included:

MembersPass: RFID chip which grants the wearer entry into VIP areas

Kick&Pay: NFC chip which lets the wearer pay with a tap of their shoe

RaceAlert: Alerts the wearer two minutes before each race starts

BetGuide: Directs you from anywhere within the Carnival to the betting yard via left and right foot vibrations

NoPlaceLikeHome: Tap heels three times to book a ride home.

TrackSide: Heel and toe inserts for walking effortlessly across grass and raising your height to get a better view.

DanceSupport: Comfortable heel padding while dancing to live music

StyleSwitch: Four interchangeable panels for different race day looks

We captured content of the shoes being made and shared it with media, influencers and across social media when ticket sales opened. E! Australia host Ksenija Lukich wore the shoe ahead of Colgate Optic White Stakes Day in a series of TV, print and online media exclusives.

We then put the Trojan Heel to the test on four main Carnival days, with a stable of Australia’s leading fashionistas.

The StyleSwitch shoe feature also allowed us to achieve different race day looks for the entire Carnival. The front panel switched to make each influencer look as though they were wearing a new shoe, matching sponsor colours and creating additional news moments.

Ahead of each race day, our influencers talked to how the heels were ready for anything, inspiring them to unlock all the possibilities of a day at the races.

We then captured content of them at the races, not only by wearing the shoe but most importantly enjoying the diverse activities.

The results showed that when people knew about all the things they could do at the Carnival, attendance increased:

· 15% increase in pre-purchased online tickets sales

· A further 15% increase in general admission ticket sales

· 80% of pre-purchased ticket sales came from 18–34-year-olds, bringing a new audience to the Carnival

· 33,512 people attended The Everest Race Day, setting a new attendance record for Royal Randwick

Media attention also grew, with 59% of coverage appearing before the Carnival even started. Results included:

· 536 pieces of earned media across TV, radio, print and online

· 209 million audience reach

· 180 TV features