David Jones
Festival of Beauty—Unwrapping Luxury with the Prize Box
To celebrate the grand re-opening of their iconic beauty hall at Bourke Street Mall in Melbourne, David Jones wanted to create an event that was as luxurious and memorable as their brand.
When David Jones relaunched its iconic Bourke Street beauty hall, Polite Playground delivered a standout activation that blended luxury with engagement. As a leading experiential agency in Melbourne and beyond, we created an experience that didn’t just celebrate the makeover—it transformed the shopping journey.
To add excitement, we introduced the Prize Box. Shoppers who made a purchase received a unique code. After scanning a QR code and entering their number, they instantly found out if they’d unlocked a premium prize.
Why It Worked
- Drives Sales: The ‘spend to play’ mechanic encouraged cross-category purchases.
- Boosts Engagement: The interactive experience kept foot traffic high and shoppers entertained.
- Delivers Luxury: Prizes like Dyson hair dryers, Lumira perfumes, and Guerlain lipsticks reinforced the premium positioning of the event.
Curious to know what exactly a ‘styling bar’ entails? An epic pop-up salon in the middle of campus – styling chairs, wash station, blow dry bar, and professional hair stylists to look after your locks.
What’s the first thing #millennials do after getting a fresh new hairstyle?! Whether it’s just a cut or a full-on colour transformation – it didn’t happen if it’s not on social media. After students had their hair professionally dyed, they headed over to our PIXTA Pod ‘Selfie Station’ to capture the perfect shot.
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What’s the first thing #millennials do after getting a fresh new hairstyle?! Whether it’s just a cut or a full-on colour transformation – it didn’t happen if it’s not on social media. After students had their hair professionally dyed, they headed over to our PIXTA Pod ‘Selfie Station’ to capture the perfect shot.
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Equipped with a bright ring light, you’re definitely going to snap a few different options because let’s be honest, you’ll want the content for a good #throwback down the track. After students snapped their ‘before and after’ shots, they were able to instantly send their content to themselves using our social sharing software.
To celebrate the grand re-opening of their iconic beauty hall at Bourke Street Mall in Melbourne, David Jones wanted to create an event that was as luxurious and memorable as their brand.