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
〰️
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
〰️
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
-
BonBon sourced suppliers to ensure the custom-created phone booth achieved the client's goals. Merging creative ideas and real-life situations.
-
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
-
Managing complex stakeholders across industries and geographic locations