Coles was launching Magical Builders Collectibles, their biggest collectible launch ever!  We were briefed with creating a 1-day immersive activation to generate awareness and excitement for the Collectibles range.

We re-created the iconic Platform 9 ¾ from Harry Potter, complete with the Kings Cross luggage trolley through-the-wall photo moment, including life-size sustainable Coles Magical Builder standees, a Hedwig owl, campaign branding and a lamppost directing shoppers to Kings Cross and Coles. Our talented team of Brand Ambassadors engaged with thousands of shoppers during the school holidays over one day in major shopping centres in Sydney and Melbourne.

Our activation attracted national coverage with Sunrise (Ch 7) conducting live crosses in Melbourne, as well as user-generated content and mass awareness of the launch for Coles.

We also completed an internal Coles launch at their Head Office in the Coles Event Hub; this internal activation engaged with over 2,000 Coles Team Members.