As the festive season naturally leads to an increase in shopping as well as traveling, Times OOH grabbed this opportunity to execute another shopping festival at the second biggest airport in India, Mumbai Airport. As there is an increase in the footfalls at the airport during the festival season and most of the passenger's time is spent in retail areas at the airport. To create the perfect opportunity for passengers to buy gifts at the Mumbai airport, this year Times OOH's shopping festival was sponsored by brands like Amstrad, Amazon, Sony, Godrej Interio, and Van Heusen.
The British electronics company, Amstrad in collaboration with Vijay Sales displayed its products across T1 and T2 terminals. The display featured products like washing machines, air conditioners, laptops to name a few. E-commerce giant Amazon came back with its celebratory offers with the Great India Festival. And to amplify the offers and to bring out the essence of Indian festivals it conducted the Great India Festival activity at the Mumbai airport. This included a life-size ferry wheel and an uncommon selfie point with a branded autorickshaw at all the chosen locations. The engagement also involved one-minute games such as puzzles and memory games. The Furniture Arm of the Godrej Group, Godrej Interio opened its experience zone in the retail area of T2 and Van Heusen chose to display its product catalog through promo zone and digital screens.
To generate frequency for the campaign, Times OOH leveraged on its network of over 200 digital screens at the airport. Apart from this, the festival opportunity entailed a variety of other branding elements like arch gates, acrylic stands, static sites and letters cut-outs that added to the festive ambiance of the airport. A 360-degree presence within Mumbai airport, coupled with over 100 minutes dwell time at the terminals maximized the recall for the festival.
Rajat Mittal, Vice President, Times OOH said, “The Mumbai Airport is not only one of the world’s busiest airports, but it is also the gateway to the country’s financial capital, hosting some of the most affluent consumer classes an advertiser can aspire for. As per our research, more than 20% of an average passenger’s time at the airport is spent indulging in retail therapy, and this has shot up significantly during the ongoing festivities as passengers are buying souvenirs & gifts for their loved ones more than ever before. Our festive campaign combined these consumer analytics with our overwhelming presence to create one of the most successful OOH campaigns ever executed an Indian airport.”