FRANCE. Dufry-owned World Duty Free has expressed its delight in winning an award for the ‘Best Marketing Activity for Sunglasses’ for its contentainment activity implemented across London airports this spring/summer.
The winners of the seventh annual Sunglasses Awards, designed to recognise and reward the best initiatives in the sunglasses category, were announced last week in Cannes at the TFWA World Exhibition. A full list of winners can be found here.
The campaign ran at London Heathrow Terminal 5, London Gatwick South Terminal and London Stansted in April, May and June 2017.
The contentainment campaigns at London Stansted and London Heathrow involved the execution of a cross category promotion supporting both CK sunglasses and fragrance. Screen-based competitions and product sampling created a ‘House of Calvin Klein’ experience for World Duty Free customers.
Additional contentainment activity was implemented at London Gatwick South and again at London Heathrow Terminal 5, in support of Gucci eyewear. The promotional activity generated significant customer engagement and sales for the category, while the cross category event stimulated considerable brand immersion, said the retailer.
The win was based on the judging panel’s recognition of the campaign’s “clear, smart and effective marketing initiatives… which also displayed elements of uniqueness and originality. Furthermore, World Duty Free was able to demonstrate that it had achieved its intended goals and targets, in terms of levels of customer engagement and sales uplift”.
Dufry Global Head for Watches, Jewellery and Sunglasses Moyra Race said: “Our contentainment technology enabled us to create a real sense of excitement and theatre in our stores and deliver an engaging and compelling customer experience. We are constantly striving to develop the category and maximise the potential and to do it through increased customer engagement and to be able to work cross category is an exciting platform. We will be planning further exciting projects for next year.”
