KrisFlyer Experiences is a new programme in partnership with Mastercard where consumers will be able to exchange miles for activities or experiences. To launch the programme, people were invited to guess the experience within a mystery box. We were asked to create a physical activation to reveal the mystery prize and gather sign-ups.

To create anticipation for the contest, a large white mystery box is placed in a high traffic site for 7 days. Each day, more and more guesses are shown on the mystery box leading up to a big reveal led by local musicians and DJs. The design approach made visitor engagement the core of the brand activation. Besides the winner of the prize, the visitors were able to participate and as well get a taste of the experiences KrisFlyer offers.

To celebrate the launch and mark the first experience won through the contest- 2 tickets to Britawards 2020, we created an enjoyable atmosphere with local singers, Jack and Rai singing British songs and local DJs, The Muttons, who egged the crowd on with humour while dispensing bite-sized information to the audience.