If Queensland called, would you pick up?

One ringing payphone. Three dream holidays. Melbourne answered.

When Tourism and Events Queensland wanted to tempt Melburnians to swap city streets for sunny escapes, they turned to BonBon to make Queensland is Calling impossible to ignore.

The creative solution? A custom Queensland-branded phone booth set right in the heart of Melbourne’s CBD. One ringing payphone, one unsuspecting Melburnian brave enough to pick up, and suddenly they were in with a chance to win trips to dreamy Queensland destinations like Palm Cove, Beechmont Estate, and Brisbane.

As part of the broader Queensland is Calling campaign, BonBon ensured the activation seamlessly complemented the digital competition, blending surprise, fun, and pure Queensland sunshine into the streets of Melbourne.

The photography and videography team was on hand to capture the joy, surprise, and plenty of curious glances – instantly sharing these winning moments across social media and earned media channels.

Results

1

custom Queensland phone booth

2

energetic Queensland cheerleaders on-site

3

lucky winners jetted off to Queensland

88

intrigued looks from passersby who didn’t answer the call

116K

social media video plays

Deliverables

Queensland Phone Booth

A fully branded, custom-built payphone activation designed to grab attention and deliver an immersive Queensland-themed experience.

On-Brand Visuals & Costuming

Eye-catching Queensland signage, vibrant branding, and energetic cheerleaders to bring a burst of Queensland sunshine to Melbourne’s CBD.

Content Capture & Distribution

Professional photography and videography capturing live reactions and winners’ moments, shared instantly across social and media channels to amplify reach.

Winning Tactics

BonBon turned a simple phone call into an unmissable moment by placing a branded payphone in Melbourne’s bustling CBD, sparking curiosity and drawing crowds eager to see what was on the other end of the line.

BonBon brought Queensland’s vibrant personality to life with colourful signage, energetic cheerleaders, and brand storytelling that transformed a city street into a slice of sunny Queensland.

BonBon captured spontaneous reactions and winning moments on film, creating instantly shareable content that amplified the activation’s reach far beyond the city streets.