Primesight is pleased to congratulate Dufry-owned World Duty Free on winning ‘Marketing Campaign of the Year by a Retailer’ at the Frontier Awards for the Gatwick Airport ‘Rogue One: A Star Wars Story’ campaign. The award was presented at an evening gala in Cannes during the TFWA World Exhibition.
The campaign, which took place at London Gatwick’s North and South terminals from September through to December 2016, drove high levels of customer engagement with innovative and imaginative activations throughout the airport.
Passengers were transported through the experience, greeted by floor-to-ceiling creatives promoting the film and driving customers into the WDF stores. The Gatwick Gateways dominated with floor-to-ceiling Stormtroopers as passengers entered the South terminal, followed by bespoke airport-related content at each stage of the passenger journey. The experience continued into the international departure lounge with exclusive Star Wars and Rogue One merchandise available in-store, alongside an exclusive virtual reality in-store experience to drive deeper consumer engagement.
Once passengers entered the international departure lounge, they found themselves in the heart of the campaign, with an experiential showcase of actual costumes from the film, surrounded by bespoke digital copy. As part of the digital domination of the airport, the Rotator Screen, the Pillars and the Landmarks in the lounge all featured bespoke call-to-action messages.
Commenting on the award submission, the judging panel noted that the campaign was “innovative and well executed on a grand scale and delivered great theatre for customers”.
Gatwick Airport Head of Retail Rachel Bulford added: “The unique ‘Rogue One’ campaign brought a touch of Hollywood to the Gatwick terminal last winter. Passengers of all ages relished the out of this world pre-flight experience that the campaign provided. We enjoyed working closely with World Duty Free and our media agency Primesight to bring such a fantastic initiative to Gatwick, and welcome the news that Frontier has recognised it as the leading marketing campaign of the year.”
Client Services Director Vix Nikishina celebrated the win saying "Primesight’s collaboration with World Duty Free and Disney at London Gatwick Airport for the Rogue One: A Star Wars Story launch is a best-in-class example of a contextual takeover campaign. Primesight worked very closely with Disney and all the stakeholders involved to stitch together over 70 customised touchpoints across Primesight’s static, digital and ambient airport media estate into one seamless experience. By creating a frictionless consumer journey, we achieved every marketer's dream; building anticipation, driving sales of Lego and Disney merchandise in-store, creating an engaging consumer experience airside with social media amplification, and generating awareness of the film release to passengers arriving into London."