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