Melbourne Airport
Melbourne Airport - AI Activation
Elevating Every Departure with AI
Dashing Group
With expertise in strategy & design, we reimagine brands and design breakthrough experiences to help businesses make meaningful connections with people, wherever they are.
Travellers at Melbourne Airport were greeted by Captain Crumble, an AI-powered, gingerbread-themed koala who brought a dose of holiday cheer to the terminal. Acting as an interactive digital wayfinder, Captain Crumble answered guests’ questions on everything from food and beverage options, retail outlets, and current construction updates to practical travel needs like restroom locations and gate directions.
In just 15 days, the activation recorded 1,860 conversations, averaging 124 interactions per day and an average duration of 1 minute 31 seconds, reflecting strong engagement and functionality.
Of the 600 digital vouchers available, 515 were distributed, with an impressive 83% activation rate (recipients downloaded the app via SMS). Among those, 81% went on to spend their funds, proving the concept’s power to convert curiosity into tangible retail activity.
The “Captain Crumble” experience highlighted how AI-driven, character-led storytelling can transform wayfinding into a memorable engagement touchpoint, blending entertainment, utility, and retail conversion in a bustling travel environment.
What our clients say
Great team, personable service. No job is too big or too small, and is always delivered on time and to your brief. It's hard to find suppliers that really care and give everything 110% but these guys do. If they get it wrong, they will do what it takes to get it right, one of my preferred suppliers within Australia
Katrinas BurnsSheridan 
Great execution iFit and Dashing team - looks stunning and a great engagement piece for our Rebel customers!! What’s most pleasing for Rebel and iFit is conversion rate and sales productivity!!!
Gary WilliamsRebel Sport
Dashing have grown from being a print provider to an overall service provider. From 2 dimensional print to 3 dimensional display. Supporting with creative inception and solutions to production and installation. We enjoy the partnership and experience of the Dashing Team
Jason TyrrellCountry Road Group
We’ve worked with Dashing on a number of projects. They’ve really taken the time to understand the complexity of our retail footprint and needs as a business. They have an attentive approach and we’ve leaned on their skill on all angles from creative development, production, and bump in. Dashing never cease to amaze me, diving headfirst into bringing innovative ideas to the table and turning them into award winning in-store activations.
Crystal MelvanAustralia Post
Troy and the Dashing team are the perfect match for Luxottica. With our ever-changing Campaigns and fast paced environment, the team are always on hand and ready. Dashing for me has been the biggest support system and strength to our business. I recommend them to any retailer looking for small- or large-scale print, project management, design work and account management. The possibilities are always endless with Dashing
Nic SalernoLuxottica
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