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.