Essence of Spring

The brief

An airport retailer wanted a seasonal campaign that engaged customers with a touch of emotion. In collaboration with Blackjack they asked customers to pause for a moment and welcome the joys of the new season via the Essence of Spring experience.

The Blackjack response

Blackjack assisted with the design, production, installation and staffing of this activation. The end result gave people a reason to pause in-store, encouraging customers to reflect and share their feelings for Spring’s arrival on handwritten notes pinned to a pink blossomed wishing tree, located in Duty Free stores in Heathrow Terminal 4 and Stansted airports.

Passengers passing through the stores were invited by dedicated brand ambassadors to write their feelings or wishes for Spring and hang them on the tree to create a sense of positivity as part of this interactive experience.

Simple and effective, the Essence of Spring campaign introduced a feel-good pause in their passenger journey. A striking display of relevant spring products was showcased next to the blossom tree.

Our favourite moment

This collaborative campaign was all about finding an interactive, refreshing, moment to pause in-store. The Essence of Spring proved that simple human emotion and interaction still matter, as the spring tree bloomed to life with more than 5,000 petals in just one week.

The outcome

Within just one week of the campaign launching, more than 5,000 petals were hung on the trees in both travel retail locations, highlighting the positive customer interaction and engagement in-store.