Host retailer Dufry has said a new high profile activation for Nestlé International Travel Retail (NITR) at London Heathrow Airport Terminal 5 has helped drive strong footfall into the confectionery zone.
The campaign, which runs to 21 June, features a mock London red bus and is designed to raise awareness of the travel retail exclusive Kit Kat Senses range.
The bus has a small seat which is designed for children up to the age of 10 (32kg) and incorporates a digital interactive screen which allows the consumer to select fun videos to play and/or write a personal message on the screen.
Speaking exclusively to The Moodie Davitt Report Dufry Global Category Management, Promotions Manager – Activations Confectionery Jekaterina Zotova said: “We are delighted to have worked together with Nestlé International Travel Retail to bring a representation of one of London’s best-known icons – the Red London Bus – into Terminal 5.
“With London being one of the world’s most popular travel destinations, and the Kit Kat brand originating from the United Kingdom, the objective of the activation is to create high level customer engagement, using the interactive and eye-catching Kit Kat bus unit, which has significant appeal for young adults craving for bespoke experiences and shareable moments.
“As a mechanism for promoting the new Kit Kat Senses range, it’s perfect; an attraction in its own right, with interactive tools that create engagement, and a brilliant opportunity for a picture or two for friends and families.
“It also creates a real Sense of Place which is something we seek to deliver in all our stores, as it enhances the overall airport experience for customers and helps create memorable travel experiences.
“The initial response has been excellent. The bus is drawing consumers off the main walk-through and into the confectionery area which is the exact intention. We know that confectionery is primarily an impulse purchase item so, once consumers become aware of the Kit Kat offer, there’s a much greater potential to convert to purchase.
“The bus, combined with sampling of the Kit Kat Senses range, is proving to be a very effective tool to achieving that.”
The London red bus campaign will be a key early driver towards NITR’s stated mission to double the travel retail confectionery and fine foods category to US$10 billion within 10 years.
NITR General Manager Stewart Dryburgh told The Moodie Davitt Report about the strategy behind the London Heathrow HPA: “Following the successful roll-out of the Kit Kat bus across other regions this is the first time that it has featured in London, the home of the original red bus. There could be no better airport than Heathrow to kick off this programme of activations.
“We know that everywhere we install the Kit Kat bus there is a positive impact of around +30% to +40% on sales and we trust that we will see the same trend in T5 at Heathrow.
“The Kit Kat bus is a great example of engaging and effective POS bringing our SOUL strategy to life. Reminding consumers of Kit Kat’s British roots, whilst also bringing their attention to the new Senses range, the bus is a fantastic example of effective, experiential marketing that works.
“The promotion continues until June 21 and we’re very confident that during this time we will see positive results for the new Kit Kat Senses range and the whole Kit Kat portfolio.”
A similar London red bus activation at Singapore Changi Terminal 2 has already kicked off, and will be followed another at DXB (Concourse A, Zone 7) in June.
