A sprint to success
AirAsia soars at City2Surf
When AirAsia laced up as a presenting partner of the iconic City2Surf 2024, they turned to BonBon to help deliver a winning partnership performance. BonBon's goal was to enhance AirAsia's brand visibility and engage with runners, spectators and curious on-lookers through a dynamic three-day expo and a finishing line activation that left a lasting impression.
BonBon designed and executed a custom exhibition space for AirAsia at the Hordern Pavilion during the expo, including interactive game zones and prominently placed QR codes to encourage participation in an online competition. Our team of brand ambassadors further strengthened brand relationships by hosting activities and distributing AirAsia-branded merchandise.
On race day, after a gruelling 14km course – including the notorious Heartbreak Hill – runners descended into Bondi Beach's Finishers Village. BonBon welcomed and rewarded them by creating the "Chill Zone", a relaxing environment for runners and their supporters, complete with a silent disco station, beanbags and hammocks to rest weary legs.
Our interactive match-and-win game was a crowd favourite, with participants eagerly flipping luggage tags to match destinations and activities. The excitement peaked when not one but two hidden 'Golden Tickets' were revealed, each awarding the lucky winner return flights to Kuala Lumpur.
CONFETTI-WORTHY RESULTS
3000 New leads
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5000 Pieces of AirAsia merchandise distributed
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4 Return flights to Kuala Lumpur won thanks to AirAsia
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3000 New leads 〰️ 5000 Pieces of AirAsia merchandise distributed 〰️ 4 Return flights to Kuala Lumpur won thanks to AirAsia 〰️
ON TRACK WITH AIRASIA
A Winning Run at City2Surf
BonBon successfully executed a dynamic sponsorship activation for AirAsia at City2Surf 2024, creating an impactful brand presence from start to finish. Our activation included an engaging exhibition space at the expo and a relaxing “Chill Zone” at the Finishers Village. Through interactive activities, strategic giveaways, and memorable experiences, we effectively boosted AirAsia’s visibility and left a lasting impression on participants.
FROM CONCEPT TO CREATION
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Through interactive activities, strategic giveaways, and memorable experiences, BonBon boosted AirAsia's visibility and left a lasting impression on participants.
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BonBon ensured all activation elements reflected the AirAsia brand, used gamification to connect with participants and created an impactful brand presence from start to finish.
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BonBon successfully executed a dynamic sponsorship activation for AirAsia at City2Surf 2024 that created value for event participants.
WORDS FROM FRIENDS
“Wanted to say how wonderful it was to work with BonBon at City2Surf. The AirAsia activation looked AMAZING!!!! The bar has been set very high on what partner activations can look like when given the level of care and love that you and the team did.”