Brands make Diwali count at Mumbai airport
Times OOH leveraged on its network of over 200 digital screens at the airport; Diwali festival was sponsored by Amstrad, Amazon, Sony, Godrej Interio and Van Heusen
Times OOH has executed another shopping festival at the Mumbai Airport, enabling brands to leverage on the retail area opportunity at the second biggest airport in India. This year’s Diwali festival was sponsored by Amstrad, Amazon, Sony, Godrej Interio and Van Heusen.
The festive season naturally leads to an increase in the footfalls at the airport. At the same time, it creates an opportunity for passengers to buy gifts, given the auspiciousness of the time and the fact that many of them would be going home.
As per research conducted by Times OOH to understand the psychographics of the airport audience, more than 20 per cent of a passenger’s time is spent in shopping at retail areas and looking at promo kiosks, in the midst of other activities like check-in, dining, security and immigration. Moreover, in general, a passenger at Mumbai Airport indulges in shopping twice in a month on an average.
Therefore, apart from the fact that 97% passengers belong to NCCS A, the festivities create a value addition for brands to promote relevant products and offers to the passengers.
Amstrad displayed its products across T1 and T2 terminals in association with Vijay Sales. Amazon conducted the Great India Festival activity, Godrej Interio opened its experience zone in the retail area of T2 and Van Heusen chose to display its product catalogue through promo zone and digital screens.
Times OOH leveraged on their network of over 200 digital screens at the airport to generate frequency for the campaign. Apart from this, the festival opportunity entailed a variety of other branding elements like arch gates, acrylic stands, static sites and letters cut-outs that added to the festive ambience of the airport.
A 360-degree presence within Mumbai airport, coupled with over 100 minutes dwell time at the terminals maximised the recall for the festival.
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