SilkAir's interactive campaign has passersby peeling stickers [VIDEO]

SilkAir in partnership with SPHMBO is promoting Darwin, Australia as a destination for its flyers.The campaign supported by Tourism Austalia and Northern Territory, targets adventure-seeking PMEBs.SilkAir transformed a wall at the Ocean Financial Centre underpass to reflect images of Darwin through an interactive wall mural with a digital screen providing a visual experience of activities one can do in Darwin. Highlighted places of interests were  Mindil beach, Litchfield and Kakadu national parks and Katherine Gorge.Parts of the wall were also intentionally layered with pixelated stickers with a call to action for passing consumers to peel them off. A lucky draw code was revealed behind each sticker for a chance to win four return tickets to Darwin in SilkAir’s Go Darwin lucky draw!According to Hazel Lee Weiyi, assistant manager, market development SilkAir, since the launch of flights to Darwin in 2011, general awareness of Darwin remained low due to the common misconception that all it had to offer was looking at crocodiles. SilkAir hoped to raise more awareness of other attractions with the interactive platform.“We printed close to 2,500 peel off stickers and they were all gone by 1pm on the same day of the campaign launch. We are confident that more people will take an interest in Darwin and help up Darwin’s profile relative to the other Australia favourites,” Lee added.The creative and media agencies for this campaign are DDB and OMD respectively.Watch the video of the campaign here:[embed]https://www.youtube.com/watch?v=sdS9eaWSDyU[/embed]