AUCKLAND, Today: Jetstar and Thinkerbell Aotearoa put reverse psychology to the test with a cheeky activation daring Kiwis to do exactly what they were told not to.
To launch the Reverse Psychology Sale, a luggage carousel appeared in Auckland’s Britomart one Thursday morning. Circulating slowly was one bright orange suitcase with a single instruction: “Do not open the orange suitcase.” Naturally, people opened it.
Those who gave in to curiosity found Jetstar flight vouchers inside, proving that when you want Kiwis to do something, telling them not to is a solid strategy.
The stunt was part of a wider push to challenge outdated brand perceptions and invite Kiwis to take a fresh look at Jetstar. Posters warned “Do not scan the QR code” and teasers declared “Nothing to see here.”
“We designed a nudge, dressed it in curiosity, and let human nature take care of the rest.” – Regan Grafton
Regan Grafton, Chief Tinker at Thinkerbell Aotearoa says, “We absolutely did not want this idea to get noticed. We definitely didn’t want anyone opening that suitcase or talking about it. And we especially didn’t want people to reconsider how they think about Jetstar. But of course, they did, because that’s how reverse psychology works. We designed a nudge, dressed it in curiosity, and let human nature take care of the rest.”
“You’re probably not interested in this bit either, but the whole thing was a bit of psychological magic called reactance: tell people not to do something, and suddenly they want to take back control – proving that sometimes the best way to get noticed is to act like you don’t want to be.”
The Reverse Psychology Sale spanned earned and paid media, social, influencers, OOH and activations, blending behavioural science with brand mischief to create a sale impossible to ignore — even if you were told to.
Share this Post
