Perfume&Cosmetics Campaign_2014
-
Upload
charlott-edner -
Category
Documents
-
view
19 -
download
0
Transcript of Perfume&Cosmetics Campaign_2014
Perfume & Cosmetics Campaign 2014 This is a presentation overview of the Perfume and
Cosmetics Campaign for Swedavia Airports* launched
in May 2014.
Campaign period: May 05-September 31, 2014
November 14, 2015
Charlott Edner, ASDC (Swedavia Commercial Services)
* Stockholm Arlanda Airport, Göteborg Landvetter Airport, Bromma Stockholm Airport, Åre Östersund Airport, Luleå
Airport, Umeå Airport, Ronneby Airport, Malmö Airport, Visby Airport, Kiruna Airport
Campaign improvements compared with
previous P&C campaign:
o Clear visuals
o No pricing attached
o Clear 20% message
o Clarify that 20% is the minimum
o Make the campaign visual! Work with
good background colour
(all channels)
o Clarify the DFS
o Clarify that the offer is available also on
other Swedavia airports
o Countdown!
Campaign visuals
P&C Campaign 2014
Bought Media:
o E-traveli (The leading On-line Travel Agent in the Nordics; 2.5 million travelers
annually)
o Advertisements in magazines: Amelia, Damernas Värld, Femina
o Foiled shuttle buses: 2 in Stockholm, 1 in Gothenburg
o Foiled Super-backs on 4 buses in Stockholm and 2 in Gothenburg
o Digital signage at Central station Stockholm June
At the airports
o Digital Signage
o Banners
o Trolleys
o Luggage box at security
o Pride week: Event in at Göteborg Landvetter Airport
Others
o Make-up tutorials with Marie Serneholt in cooperation with Bonnier
o Swedavia websites – homepage arlanda.se and landvetter.se
In terminal at Arlanda and Landvetter
o Digital Signage at the airports
o Trolleys
o Luggage boxes at security
400 trolleys in T5 200 luggage boxes
In terminals at Arlanda and Landvetter
o Digital Signages
o Banners
Lightbox check-in
Lightboxes at terminal
In terminals at Arlanda and Landvetter
Digital signage Central Station Stockholm
Period
Purchase: 5 432 739 contacts
Delivered: 7 062 599 contacts
No. of show: 32 760
Results e-traveli
E-traveli is the leading Online Travel Agent in the Nordic region
Reach/purchase of contact:
o ROS 50 000 exposures per week
o SEARCH 60 000 exposures per week
o PTM 3125 unique contacts each week. All going to ARN or GOT within 48 hours
o ASM After sales male (same amount as PTM)
ROS Run on Site
Target: 400 000
Delivered: 626 044
Visits = 677
CTR: 0.10 (average 0,04)
SEARCH
Target: 960 000 ARN/GOT
Delivered: 993 700
Visits = 1 759
CTR: 0.18
PTM Pre Travel Mail
Target: 210 000
Visits = 2 410
Highest CTR: 1.5% (average 0,04)
Bransch standard är för "samma typ av placering
på en annan kanal med liknande budskap" Snitt är
0.20 %. Snittet på de flesta kanaler konkurrenter
(resemedier och redaktionella miljöer, där
innehållet talar till en rese-intresserad målgrupp) är
ca 0.12 %.
Best results
in E-traveli’s
channels in
2.5 years!
Observation: Advertisements
Selected magazines according to where we find our target group.
o 1/1 page ads
Observation studies Advertisements The message is clear and simple.
Observation studies Advertisements The advertisment has a layout and visual identity that I like
Observation studies Advertisements The ad makes me take action to gather further information
Observation studies Advertisements Have you been visiting the airport during the last two months?
Observation studies Advertisements Has the ad had an effect on you, in terms of buying perfumes and cosmetics at
Arlanda/Göteborg Landvetter airport?
Collaboration with Bonnier and Marie Serneholt
Purpose:
Spread the 20% price guarantee message in frequently visited channels for
the target group; amelia.se, damernasvarld.se and mama.se (all owned by
Bonnier)
Create inspiration for new make-ups and give reasons to purchase.
Content of the Marie Serneholt P&C activation
• 8 make-up tutorials with Marie Serneholt
• 12 editorials written by Bonnier > published on all sites
• 6 blogg insertions by Marie Serneholt
Unique visitors per week: 22 678
Length of activation:
8 weeks; 12 May- 11 June
Content
o 8 make-up tutorials with Marie Serneholt
o 12 editorials written by Bonnier >
published on all sites
o 6 blogg insertions by Marie Serneholt
talking about the project itself
Example blogg insertions
Film – tutorials with Marie Serneholt
Copy paste the link below to your web browers to watch example of videos:
http://blogg.amelia.se/marieserneholt/tag/oslo/
http://blogg.amelia.se/marieserneholt/tag/tutorial/
Partner Promotions
PROMOTION BANNER
ON START PAGES
PARTNER SINGNED
EDITORIALS
LANDING SITE FOR ALL
EDITORIALS
Most read articles Most read articles
Competition:
3996
The Oslo look, fresh and natural:
2641
Start from basics. The best tips
from the beauty experts:
2172
Copacabana. Sunkissed with… :
1908
New York, Smokey-eyes and
nude lips:
1643
Partner Promotion Banners on promotion sites
Site Period Number of shows
Airport Shuttles Arlanda and Gothenburg
Stockholm: May 05 until August 17
Gothenburg: May 19 until August 17
Circulation: Central Stockholm/Gothenburg to airports
Pride Festival in Gothenburg end of May
Integration into Christmas
Integration into Christmas - Gothenburg