Melbourne Spaceship Activation

In partnership with Dufry, Paco Rabanne had debuted its first-ever travel retail exclusive activation at Melbourne Tullamarine International Airport Terminal 2 – the second biggest airport in Oceania for fragrance sales.

During the month of March, this special activation immersed travelers in Paco Rabanne’s universe via a 360-degree experience onboard a Paco Spaceship, a multi-faceted animation that gave travelers a shopping experience based on attraction, entertainment, discovery and gifting.

This special activation served to take advantage of Melbourne´s New Generation Store communication possibilities. Upon entering the Dufry store, travelers were encouraged to engage with the activation via advertising on screens that run around the top of the store. They were then welcomed further into the Paco Spaceship by beauty advisors dressed in metallic silver astronaut-inspired jumpsuits, designed by the Paco Rabanne fashion team.

Once ‘onboard’ the spaceship, the retailtainment element was brought to life through an immersive game in which players had to follow the rhythm of the music in order to collect points. At the end of the game, players arrived on either the Million or Victory planet, where they were prompted to discover Paco Rabanne’s best-selling fragrances via a sample. The journey then continued when a beauty advisers gave travelers their exclusive ticket to space – a sample blotter that mimicked an airline boarding pass.

The Paco Spaceship adventure continues with the traveler to their destination thanks to a number of gifting elements consistent with the travel-oriented theme, including luggage stickers, travel sprays and
t-shirts. Shoppers had the chance to customize their t-shirts with phrases such as #pacospaceship, Paco loves Melbourne and From Melbourne to space which created a strong sense of place and further mementos of their trip to Melbourne. In keeping with the space theme, and rounding off the Paco Rabanne discovery experience, purchases were placed in a metallic silver gift bag. An immersive activation and a great example of 360-communication campaign.