Seiko, in partnership with JCDecaux, is running a digital campaign at Heathrow Airport targeting passengers flying to this month’s Baselworld watch and jewellery show.

The campaign runs for two weeks across Heathrow Airport terminals 2 and 5. Crucially, using JCDecaux’s SmartCONTENT system, Seiko can specify where and when its advertisement is displayed in Heathrow’s gate rooms.

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“Dynamic digital”: Seiko’s campaign at Heathrow Airport targets passengers heading for the Baselworld watch and jewellery exhibition

SmartCONTENT uses the airport’s API data feed to identify the time of day and gateroom location of flights departing to Basel and Zürich, only displaying the content once the gates are open for boarding. The campaign allows Seiko to target passengers flying to Switzerland, without requiring a full gateroom digital campaign.

JCDecaux Airport Sales Director Rob Elms said: “Dynamic digital allows brands to not only achieve much tighter targeting through buying a particular audience (thus reducing wastage and increasing efficiencies), but also to deliver a bespoke message to that particular group of individuals.

“It’s therefore very exciting to see how Seiko are utilising these capabilities to target a unique audience of high net worth individuals that are travelling to Baselworld. This type of targeting puts the audience at the centre of the media buy, as opposed to the traditional blanket approach of buying a period of time, which delivers a much better return on investment.”

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