INDIA. Mumbai Chhatrapati Shivaji International Airport has hosted two major events which were supported by outdoor advertising specialist Times OOH.
Times OOH attributes the airport’s increasing popularity as a venue to its “niche” audience profile and rising passenger footfall, which have become compelling enough to convince media planners to hold events there, it said.
“Airports give you an access to a focused group of affluent consumers with little to no fragmentation,” Times OOH copmment. The company said it goes “below the line” to ensure that engagement with the airport passengers is seamless.
“As a cherry on the cake, the ongoing festive/holiday season has led to a big spike in the passenger footfall.”
Amazon India’s promotion of its Great Indian Festival and sale, which ran earlier this month, included brass band and karaoke sessions throughout the airport. Passengers were invited to join in the karaoke; playlists included hits from the 1990s, with lyrics tweaked to highlight Amazon’s sale.
Times OOH noted that almost 99% of Mumbai airport travellers own a smartphone; 65% of them shop online, and spend close to INR10,000 (€112) per month on average.
Amazon India Mass and Brand Marketing Director Ravi Arun Desai said: “We Indians love our festive celebrations which is why we’ve heroed Amazon festival band across different consumer touchpoints on TV, digital and radio to talk about the Amazon Great Indian Festival.
“Extending them to activations was seamless, as it really brought the band and their celebrations close to everyday customers across different cities in India, be it at metro stations, airports, malls or corporate parks.”
Wizcraft International Entertainment Vice President South Rohit Samuel commented: “We were quite excited at the idea of doing something quirky and were also very aware of the impact this could have as a touchpoint for the customer. The challenges faced were quickly forgotten when we saw the thousands of people respond positively to the activations across the city and participate wholeheartedly in the celebration.”
Amazon’s video of the event has attracted about 2.4 million views on YouTube.
“We wanted to do something unexpected and surprise inbound passengers at Mumbai Airport.”
Fbb India chose Mumbai Airport Terminal 1 as the launch venue for its festive range, with Indian actress Radhika Apte supporting the event. The fashion show, which was developed by Social Kinect, aimed to drive weekend footfall.
Prior to the event, Fbb used its social media platforms to attract attention, offering followers the opportunity to ‘walk the ramp’ and win flight tickets. Times OOH said the event was covered on Facebook and managed to engage customers online.
Zonal Marketing Head Nishit Shetty commented: “We wanted to do something unexpected and surprise inbound passengers at Mumbai Airport. The novelty of the Fbb airport makeover flash fashion show succeeded in getting the response we wanted for our new festive launch.”
Times OOH Chief Strategy Officer Aman Nanda commented: “At Times OOH it is our continuous endeavour to drive engagement. It is our privilege to assist brands like Amazon and Fbb from Future Group in amplifying their campaign objectives at airports by creating out of the box solutions.
“Our OOH+ team works closely with such brands and property owners to create engaging experiences for travellers. We aim to create many more interesting activations in the near future.”
Footnote: Got other great examples of airport advertising? Send them to me at Martin@MoodieDavittReport.com for inclusion in this column and/or our planned new monthly e-Zine, Sight Lines – The Amazing World of Airport Advertising, in which we profile advertising and communication initiatives across the fantastic crossroads of humanity that world airports represent. Each issue will build to a very special culmination in 2019. For details contact Irene Revilla at Irene@MoodieDavittReport.com.