Memorable Brand Experiences.
To celebrate the grand reopening of its iconic Bourke Street beauty hall in Melbourne, David Jones wanted to go beyond ribbon-cutting. The goal? Create a branded experience that felt premium, playful, and shareable—something that reflected the glamour of the beauty hall makeover while driving foot traffic, sales, and brand buzz.
Polite Playground brought the sparkle to the Festival of Beauty with The Prize Box—an interactive digital activation that merged luxury with surprise-and-delight mechanics.
With an enticing 'spend-to-play' hook, shoppers who made a beauty purchase received a unique code and were invited to scan a QR code and enter the code to see if they had a winning code. Upon winning, a premium prize was available to the lucky shopper who unlocked the box.
The interface was sleek, fast, and intuitive—offering instant gratification that kept queues moving and energy high.
The activation engaged customers and increased their dwell time in the beauty hall, elevated the shopping experience, and encouraged multi-category purchases, all while reinforcing the retailer’s luxury positioning.
The Result? More engagement, more spend, more smiles—and a perfect example of custom brand activation that delivers measurable ROI.
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