JCDecaux engaged passengers to drive relevancy and sales of Giorgio Armani's new cosmetic line.
JCDecaux Transport is the main subsidiary of the JCDecaux Group, the number one outdoor advertising company worldwide. Established in 1976, JCDecaux Transport is the market leader in outdoor advertising in Hong Kong and operates the advertising concessions for Hong Kong International Airport. Giorgio Armani tapped JCDecaux Transport to launch its new cosmetic line at the airport with the goal of enhancing brand awareness, grasp passengers' attention, and create engagement through digital strategies.
To solve this challenge, JCDecaux Transport set up a 360° Digital Experiential Site at the Hong Kong International Airport's duty free area, close to other travel retail shops to direct traffic flow. To stand out from the crowd, JCDecaux Transport decided to take advantage of digital technologies to engage Armani's target customers and drive sales. It did this via a spectacular Armani 3D Display and a 360° Digital Totem offering a 360° eye-catching brand’s digital image. Lastly, JCDecaux Transport installed Digital Interactive Totems at the forefront of duty free area to direct traffic to 360° Digital Experiential Site. Passengers can interact with the product display, take selfies, as well as view the photo & video galleries on the totems to resonate with 360° Digital Experiential Site. They can even print out their selfies taken at Digital Interactive Totems on 360° Digital Experiential Site. The fun retail-tainment experience provided to the passengers has won the 4th Hong Kong Business International Business Awards for advertising.
The campaign resulted in a wide press coverage by online media as well as in a viral social media response. Passengers uploaded, shared, and commented on photos and videos of the Experiential Site. The campaign strengthened the passengers' interest in the brand’s cosmetic products amid a competitive duty free shopping ambience.
The HKB International Business Awards was held on September 5, 2018 at the Island Shangri-La, Hong Kong. The award honours the most innovative projects and best practices amongst first-rate international businesses in Hong Kong.
The 2018 nominees were judged by a panel consisting of Andrew Ross, Managing Director at Baker Tilly Hong Kong; Roy Lo, Managing Partner at SHINEWING (HK) CPA Limited; Charbon Lo, Director at Crowe (HK) CPA Limited, and Anthony Tam, Executive Director in Tax Services at Mazars Hong Kong.
If you would like to join the 2019 awards and be awarded as one of the most outstanding international companies in Hong Kong, please email firstname.lastname@example.org.
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