The Campaign

We created a magical museum in an underground walkway, frequently used by our target audience. We used 4 sides of a pillar-shaped signage to create an illusion that the products were floating in a showcase of a museum. The brand’s storyteller, the “Majolica Bird” would fly through the different pillars to lead the targets through all the products on display. The target would receive a QR code that connected to a message, creating a personal connection between the target and the brand.

Creative Execution

We knew from preliminary research that the package design of the products was very well received from our target audience. In order to put emphasis on the brand’s strength of package design, we used a 4 surface digital signage to play different videos of different angles of a single product on each surface. By connecting the 4 surfaces together, we made it so that it looked as though the products were floating inside a pillar, much like trick art. The brand’s storyteller, the “Majolica Bird” flew through the pillars, as if it was leading the way for the target. After the “Majolica Bird” flew through the pillars, it gave the target a digital letter with a QR code. By reading the QR code with the smartphone, it gave out a personalized fortune telling. Because of the exclusive “you have to be there” experience, the activation was shared through social media by the target audience of teenage girls. It took a total of 4 months, from planning to production, to execute.