Melbourne Airport

Travel never tasted so sweet.

We delivered a highly engaging festive activation at Melbourne Airport, designed to capture attention and delight travellers. In the Domestic Terminal, the centrepiece was a digital, interactive AI koala that engaged people on screen – sharing information, explaining the Christmas promotions, and responding in real time. In just 15 days, the activation recorded 1,860 conversations, averaging 124 interactions per day with an average duration of 1 minute 31 seconds, reflecting strong engagement and functionality.

To bring the concept to life, we collaborated with a local artist to create a cast of gingerbread-inspired characters led by Captain Crumble the Koala. Designed to be distinctly Australian and family-friendly, the characters added warmth, charm, and personality, creating a memorable and accessible experience for travellers of all ages. The experience also drove strong conversion, with 515 of 600 digital vouchers distributed, an 83% activation rate, and 81% of activated users going on to spend their funds.

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