Taking place at London Gatwick Airport, this bespoke installation gave travellers access to a 360° photo booth where they were challenged to take the best "original" passport photo. Those who took part were entered into a competition for a trip to Dublin to celebrate St Patrick’s Day.
Set in the South Terminal from 26-29 February to coincide with St Patrick’s Day, the #BeOriginal360 campaign saw a bespoke installation space set up in partnership with Gatwick Airport and World Duty Free.
Pernod Ricard Travel Retail Europe hailed the success of the #BeOriginal360 airport activation, declaring the campaign its "most engaging" in-airport activity to date, which showed a "strong correlation" between consumer engagement and sales. A sales uplift of 39% was recorded during the activation period compared to the same time last year.
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. According to Pernod Ricard, the film attracted more than 1,000 views within 24 hours of going live.
The film also acted as the first "episode" of a mini-series created to support additional moments in the campaign, with footage featuring the winning group’s trip to Dublin for St. Patrick’s Day.
A further partnership between Pernod Ricard Travel Retail Europe and Airport Media Limited (recently acquired by Primesight) saw the takeover of screens in the terminal to live cast #BeOriginal360 passport images, further promoting consumer engagement. The prominent location of the airport screens meant that all 100,000 travellers leaving the airport during the period were exposed to the activity.
Adriana Perez, brand manager at Pernod Ricard Travel Retail Europe, said: "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."
Richard Irving, retail manager, Gatwick Airport Limited, added: "Gatwick Airport is delighted to have been able to host this event with Jameson to give our customers the chance to take part in this fun event in our South Terminal with the chance to win a great experience for St Patrick’s Day in Dublin.
"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."
We're pleased to have shared this category with the winner, Doors Of Thrones (Publicis London, Tourism Ireland) and the other finalists, #GhostbustersWaterloo, Hendricks - The Ministry of Marginally Superior Transport and Hunted.