How brands are exploring airports for experiential campaigns
These days, passengers at airports are unlikely to complain about their travels, but instead anticipate the day of their travel. It has become habitual for various brands to showcase their products in innovative ways and techniques, at airports. Let's look at some of the brands that have conducted experiential activities at different airport locations in India.
[youtube link="http://www.youtube.com/watch?v=z3nImvvZg0E" width="612" height="315"]
Sunfeast created a farm like ambience at the arrival lounge to entice passengers at the Bengaluru Airport towards its new `Sunfeast Farmlite’, which is priced at Rs 50 for 150 grams cookies. The idea was to club health with taste with the help of exercise cycle placed near the conveyor belt. The concept was simple, as soon as a passengers peddled the cycle, the conveyor belt starts to move and along with their luggage, a huge basket filled with Farmlite biscuits with a `Pick Me’ message arrives.
The novel idea to recreate an exclusive bachelor pad has attracted the attention of one and all with its array of gifts on offer. One can become eligible to own high-end products such as a sports bike, La-Z-Boy recliner, home theatre system, LCD TV, iPad through a lucky draw, to be eligible, one had to purchase Jim Beam.
Porsche in a tie up with JCDecaux India at the Bengaluru International Airport created harmony between the brand and its passengers-elite with elegance. The magnificent car stood distinct at the common hall prior to the arrival lounge. Cayenne and 911 were displayed in all its grandeur with a huge billboard at the exteriors of the airport. Onlookers could click pictures with the cars.
HomeShop18 ‘Scan N Shop’
Network18’s e-commerce website, HomeShop18 gave passengers at the Delhi Airport the liberty to peruse the entire range of products on display and simply order through their smart phones after they scan the QR code of a product.
Mercedes Benz Star Lounge
The new star lounge of Mercedes Benz was set up at the Capital’s airport wherein interactive kiosks, books, brochures were offered for regular travelers while owners of Mercedes Benz were treated with a special area at the café. A brand new Mercedes Benz SLS AMG was also showcased at the lounge and onlookers could sit inside the car and click pictures. Key chains, polo shirts, scale models, golf items and accessories were also on display for purchase.
Volvo Auto India, during the launch of the S80 luxury sedan, built an exclusive lounge at the Terminal 3 domestic departure of the IGI International Airport. Travelers had a Scandinavian luxury experience and got familiar with the brand. The lounge was set up to build awareness of the new S80 and let people relax while waiting for their flights.
Similar brand launches at Airports in India:
2014 Toyota Corolla Delhi Airport
[caption id="attachment_11059" align="aligncenter" width="300"] Toyota displayed its Corolla Altis 2014 at the Mumbai Airport[/caption]
2014 Hyundai Elantra Delhi Airport
[caption id="attachment_11060" align="aligncenter" width="300"] Hyundai during the launch of the new 2014 Elantra displayed the car near the airport exit[/caption]
Van Heusen X Lifestyle
With the introduction of such new brands at airports, a customer not only gets an update on the latest launches but also a first-hand experience of the brand. These activities by brands can offer some relief to passengers who wait in abeyance at long queues and battle flight delays. This sort of experiential activities not only benefits the companies but also the consumer.
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