Travellers had access to a 360° photo booth where they were challenged to take an "original" passport photo. Those who took part were entered into a competition to win a trip to Dublin to celebrate St Patrick’s Day. Plus, takeover of screens in the terminal to live cast #BeOriginal360 passport images to further promote consumer engagement.
More than 200 passengers entered the photo booth over the four-day activation phase.
Content captured over the period was then edited to a mini-film format and posted to YouTube to extend the activation reach beyond the airport space.
The film attracted more than 1,000 views within 24 hours of going live.
Results from the activation showed a "strong correlation" between consumer engagement and sales, according to the client.
A sales uplift of 39% was recorded during the activation period compared to the same time last year. In addition, the prominent location of the airport screens meant that all 100,000 travellers leaving the airport during the period were exposed to the activity.
This campaign was nominated at The Drum’s Creative Out of Home Awards in the Best Transport Install or Campaign category.
"We are so proud of the positive reaction to the Jameson #BeOriginal360 activation at London Gatwick Airport. Our strategy delivered an engaging, on-brand experience that truly reflected Jameson’s unique DNA as well as wider engagement opportunities that allowed travellers to get in the mood for celebration. Clearly this approach resonated with the travellers we targeted and the results speak for themselves."
Adriana Perez, Brand Manager at Pernod Ricard Travel Retail Europe
"Pernod Ricard Travel Retail Europe delivered a great event which perfectly aligned our airport, our passengers, our brand partners and our media partner through the use of our iconic media screens and we will certainly look to hold more of these events in the future."
Richard Irving, Retail Manager, Gatwick Airport Limited Case Study Jameson – Airport Campaign Food and Drink