Queensland is calling
Enticing southerners to the Sunshine State
BonBon surprised unsuspecting Melbourne CBD workers with free holidays when it partnered with Tourism and Events Queensland (TEQ). Tasked with creating an attention-grabbing activation to promote TEQ's 'Queensland is Calling' campaign, BonBon installed a custom Queensland-branded phone booth on a busy Melbourne street.
BonBon delivered three chances to win trips to dream Queensland destinations including Palm Cove, Beechmont Estate and Brisbane by ringing the working payphone and waiting for a passer-by to pick up. Custom signage with QR codes ensured even those who missed out on the main prize could still daydream about a Queensland escape.
Our photography and videography team captured these winning moments, which were immediately shared through the relevant social and media channels.
CONFETTI-WORTHY RESULTS
1 Phone Booth
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3 Lucky Winners
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2 Cheerleaders
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116,886 Plays on social media
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88 Strange looks from people on the street who did not answer the call
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1 Phone Booth 〰️ 3 Lucky Winners 〰️ 2 Cheerleaders 〰️ 116,886 Plays on social media 〰️ 88 Strange looks from people on the street who did not answer the call 〰️
FROM CONCEPT TO CREATION
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BonBon sourced suppliers to ensure the custom-created phone booth achieved the client's goals. Merging creative ideas and real-life situations.
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BonBon answered the call to surprise and delight Melbourne pedestrians with on-ground management of the activation.
We worked with TEQ to ensure the activation offered a seamless and complementary competition experience, whilst managing a public activation, including securing all local approvals
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Managing complex stakeholders across industries and geographic locations