Christmas in Australia is different to the rest of the world. Summer is just starting, schools have broken up for the major holiday, and for traditional media, especially outdoor, it’s the busiest time of year for advertising clutter. In fact, 54% of people are more aware of outdoor advertising in summer. So we knew we had to take a non-traditional approach.

This also necessitated an idea that would allow us to create fun, entertaining content that would stop thumbs on social media as well as encourage them to watch and then buy a ticket.

So we gift-wrapped an 80 seat private jet at one of Australia’s busiest airports to demonstrate how winning Powerball could change your Christmas.

Partnering with Alliance Airlines, we gift wrapped a 100ft, 80-seat private jet from tip to tail, complete with a giant silver bow and gift tag. Our Gift Jet was then towed to one of the main gates in the days leading up to the draw.

The content captured at the activation was then shared on each of Powerball’s social channels including Facebook, Twitter and Instagram using a number of different ad formats, all focused around gaining a high amount of reach and awareness. A snap-and-share promotion was also created to encourage people to share their photos captured at the terminal on social media, with the prize of a $5,000 travel voucher.

In addition, a PR agency was engaged to liaise with news media and other influencers.

In addition to the thousands of holiday makers who saw it at the airport, we reached 1.5 million Australians within 24 hours of the activation going live. The activation made national headlines including Channel 7 and 9, Australia’s two most popular free-to-air networks. This helped increase Powerball’s spontaneous awareness to 29% at the end of December. And contributed to an increase in revenue of 22% compared to the previous year’s equivalent draw, 14% up on the client’s revenue target.