SPAIN. Mondelez World Travel Retail (WTR) recently partnered with Dufry for a digital activation at Barcelona International Airport which asked travellers to “share their kindness”.
The Milka activation at Dufry’s Barcelona Duty Free store ran from May to June. Mondelez WTR said it would bring the activation to Munich Airport this month before rolling it out to other locations.
In Barcelona, the ‘Share Your Kindness’ activation space featured a giant, plush version of Milka’s mascot Lila the Cow, which directed travellers to a large monitor screen.
The screen demonstrated ‘kind actions’ such as waving and smiling and asked passengers to copy in a sequence of kind gestures. They received a digital Milka flavour recommendation to sample and were prompted to take a photo.
With every printed photo, travellers received a ‘kindness coupon’ to give to a loved one or anyone in need of an act of kindness. The coupon and photo could also be shared digitally, with the aim of creating a “virtual kindness domino effect”, Mondelez WTR said.
An original Milka Lilac Felt Bag was offered as a gift with purchase while customers also had the opportunity to win a Lila the Cow plush toy through a scratch-and-win contest.
“With this activation, we exported the values of Milka out of the airport environment and into the hearts of travellers,” explained Mondelez WTR Senior Brand Manager Milka, Cadbury and Nordic Chocolate Michela Tasso.
“It delivered an emotional connection, reaching both next-gen and traditional travellers with its simple but powerful message. We have already seen good success with the campaign in Barcelona with Dufry and we are looking forward to rolling it out to more locations in the coming months.”
Dufry Global Category Head of Confectionery, Food, Souvenirs & Toys Philippe Moryl: “We strive to provide our customers with unique shopping experiences – something memorable and authentic. The Milka ‘Share Your Kindness’ activation delivered just this. It was rewarding to see so many smiles on the faces of travellers, clearly uplifted by their interaction with this activation.”
