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Activation Interactions
QR Code Scans
First Party Data Collected
The Challenge
Flight Centre sought to increase awareness and engagement for its Captain’s Pack offering across key Australian markets. With a competitive travel retail landscape and increasing emphasis on owned customer data, the challenge was not only to grab public attention, but also to drive valuable, high-quality first-party data acquisition at scale
The Strategy and Execution
To meet this goal, a visually impactful activation was rolled out across four major Australian cities and seven key locations. At the heart of the campaign was a bold, public-facing stunt: a giant 4-metre tall backpack suspended from a crane, under which the public was invited to take part in an energetic paper plane challenge. Participants competed for a share of $80,000 in Flight Centre travel vouchers, incentivising both participation and data submission. Designed to be inclusive and engaging for all demographics, the activation maximised reach and ensured high dwell time. A QR-driven mechanic enabled seamless email capture while extending brand engagement beyond the physical event.
The Results
The campaign successfully generated 40,000+ public interactions and 12,825 QR scans, culminating in 3,185 qualified first-party data entries via email sign-ups. This large-scale activation not only delivered impressive reach and awareness, but also drove measurable outcomes aligned with Flight Centre’s broader marketing objectives, proving the value of experience-led, data-driven campaigns for modern customer acquisition.
