AUSTRALIA. Puig has partnered with Dufry to launch Paco Rabanne’s first travel retail-exclusive animation at Melbourne Airport Terminal 2.
The spectacular spaceship-themed pop-up showcases the breadth of Paco Rabanne’s fragrance portfolio and will run until the end of March.
According to the company, the Paco Spaceship activation was created with a focus on the customer experience. It said that “the multi-line animation offers travellers a memorable shopping experience based on attraction, entertainment, discovery and gifting elements.”
The campaign offers a 360-degree immersive experience which begins at the entrance of the Dufry store in Terminal 2. Once they enter the store, travellers are greeted with dynamic digital advertising across Dufry’s New Generation Store screens, which run across the top of the entire retail space.
Upon reaching the activation, customers are greeted by Paco Rabanne’s beauty advisors who are clad in metallic silver astronaut-inspired jumpsuits. The journey continues as the beauty advisors give travelling shoppers an exclusive ‘space ticket’ inspired by an airline boarding pass.
Once ‘onboard’, customers are taken on a journey filled with interactive retailtainment elements. It begins with an immersive musical game, which asks players to follow musical rhythms and collect points, so they can reach either the Million Planet or the Victory Planet. Here, they can experience the brand’s best-selling fragrances through a free sample.
The Paco Spaceship outpost also features a number of personalisation and gifting services, inspired by the pop-up’s intergalactic travel theme. This includes luggage stickers, travel sprays and t-shirts.
The t-shirts can be customised with phrases such as ‘#pacospaceship’, ‘Paco loves Melbourne’, and ‘From Melbourne to space’. Customers can take them home as a memento of their experience. The journey is completed with a special metallic gift bag as an exclusive gift with purchase.
Melbourne Airport handled 18 million passengers last year. It is the second-biggest airport in the Oceania region in terms of fragrance sales, said Puig, making it a strong location for Paco Rabanne’s first channel-exclusive pop-up.
