Delhi Duty Free Stores (DDFS) recently completed a mega promotion for international shoppers at the New Delhi T3 Terminal retail. It was BMW’s Mini Cooper that threw a Mini surprise over the last 60 days. Travellers who shopped at DDFS, for $50, got a chance to win the legendary Mini Cooper through a lucky draw.
The campaign was conceptualised and implemented by Elephant Delhi – the branding partner to DDFS.
Given Mini Cooper’s recent launch in India and the buzz surrounding the brand, it was an appropriate choice as the brand to win. This promotion was inspired by the format that is highly successful in world duty free stores such as Dubai and Heathrow – where the latest luxury cars are up for grabs.
DDFS’ marketing objective was to cash in on the popularity of the Mini Cooper draw to increase the number of shoppers and increase the transaction value per shopper. The retailer also tied up with Visa as a preferred card where shoppers could double their chances by using a Visa card.
Commenting on the success of the Mini promotion, Abhijit Das, Head – Marketing, DDFS said, “This is the biggest promotion we have had and we are pleasantly surprised at the results as it exceeded our expectations even at a time when the rupee was weakening. The promotion managed to garner close to 350,000 shoppers and effectively more than 81 per cent of all passengers at DDFS participated. This success was largely due to the simple and effective idea behind the communication and the seamless manner in which all partners – Elephant, Visa and Fever FM coordinated the activities.”
The campaign theme chosen by Elephant Design was ‘Is this your Mini?’ The campaign involved a very intrusive use of airport retail locations where a part of the car was visible and passengers would be surprised to see a Mini popping out. The Mini promotion was also used effectively to communicate the range and value proposition across single malts, premium whiskeys, wines, fine chocolates, fragrances, cosmetics and luxury brands such as Mont Blanc, Samsonite, etc.
Commenting on the campaign execution, Anjan Roy, Director, Elephant Delhi mentioned, “The responsibility of such a mega promotion was immense. A promotion of this nature is the calling card of duty free stores the world over – so we pulled out all stops. We started with the retail activation and built up interest among potential passengers through radio and heavy social media content and engagements. And we’re happy that all the efforts paid off in conversions and transactions.”
In addition to the retail activation, Elephant also promoted the activity with a Mini Cooper promo contest on Facebook. This involved a series of facts, quizzes, trivia and content around the Mini Cooper brand while the promo was on at the airport. The contests all had their own individual prizes such as luxury collectibles and merchandise. A month-long radio campaign was also pushed on Fever FM.
(With additional inputs by Priyanka Nair)