Considering the fact that a majority of passengers enter the airport in a positive, excited mindset,( more likely to eat, drink, and shop once the security-check drama ends), brands these days are exploring newer ways to target the potential consumers and create an impact on them long after they leave the space.
Well, Netflix was quick enough to take a note and act on it. Here's how. Right after the release of the Season 3 of Spanish television crime drama series La Casa de Papel, aka Money Heist in the month of July (season 3 was aired on 19th July), Netflix did a luggage activation in airports around the world. Frankfurt Airport was one of them where the video streaming platform tried their hands at such experiential marketing.
As part of the narrative of the show, the eight robbers are code-named after cities: Tokyo, Moscow, Berlin, Nairobi, Rio, Denver, Helsinki and Oslo. Donning red jumpsuits with a mask of the Spanish painter Salvador Dalí, the group takes 67 hostages as part of their plan to escape with €2.4 billion through a self-built escape tunnel.
In the video above, we see a red-cloured luggage boxes on the conveyor belt with Tokyo written over it.
People often plan to buy things duty-free while taking a stroll at the airport or splurge on things that are otherwise unavailable in high-street stores (such as electronics or luxury products).
On the Indian shores, furniture retailer Ikea and jewellery brand Tanishq have run their campaigns successfully at the airports in the recent past.
As per an ET article published a couple of years back, advertisers like Samsung, Apple, HSBC, Amazon, Volvo, Microsoft, MasterCard, Pernod Ricard, among others have used airports for more than just brand imagery. Aman Nanda, executive VP, strategy and business development, TIML, a Times Group company with advertising rights for Mumbai and Delhi airports was quoted as saying, "It's not only about the demographics but the psychographics of the traveller. 98 per cent have smartphones and are hyper connected. What does she like to do during the high dwell time at the airport? What is he buying? This has led to experiential marketing by brands, combining communication messages to drive social media traffic."
He also added, "We recently had a brief where clients asked us to create "solutions" for targeting urban-working-women for the launch of their product. Airports are the best format to capture such niche audiences."