TBB manages the summer shopping campaign of Mumbai Duty Free, DFS
by Dharm Patel Marketing | June 19, 2015 | News
The Brand Brewery
The Mumbai Duty Free, DFS at the new terminal (T2) of Mumbai International Airport targeted international travellers during the vacation season with an aim to increase store penetration, thus leading to an increase in sales. The objective of MDFS was also to drive customer engagement and create awareness on various promotional offers.
The Brand Brewery (TBB) came up with a unique solution/plan to meet the objective. It was a simple yet effective solution which was not only visually appealing but was highly indulging to grab the travellers’ attention and make them stop at the store. TBB came up with the idea to create a chocolate-like model of the ‘Gateway of India’ and place it in the chocolate section of the store as it fetches the maximum sales and footfalls after the liquor section.
The idea of the installation came up from the thought that it is not only the symbolic representation of Mumbai but is also an integral part of the MDFS logo. This display was a piece of modern day art resonating with the rich history of Mumbai in 'chocolate form'.
TBB also held some other activities to engage with travellers for them to spend time in the store, where the agency got a chance to communicate to them the various offers available. A caricature artist was present to create instant caricature portraits of travellers which were given away as a free memorabilia to them. To engage women travellers, a nail art expert was stationed at the beauty section.
Speaking about the activation, Pradyumn Tandon, Director, The Brand Brewery, said: “In conjunction with the summer shopping campaign of MDFS, TBB offered a host of activities catering to the family travel crowd thereby helping in increasing store penetration. Of all the activities, chocolate installation of Gateway of India at the Chocolate section of the store proved to be a great crowd puller and we are proud to offer such innovative solutions to our clients. We are glad to have supported MDFS achieve their highest sales record at this new terminal T2."
As part of the campaign, TBB produced a chocolate-like model of the Gateway of India, increasing store penetration for the client.