(BELVEDERE) RED

Challenge

Launch (BELVEDERE) RED at major UK and Spanish airports, integrating multiple physical environments, on-site digital infrastructure and online properties with key campaign messages. 

Insight

In the busy airport environment, Last Exit needed to make a real impact with the launch of (BELVEDERE) RED to stand out from the crowd. To create a high impact launch leveraged the latest digital technologies to turn the airports (BELVEDERE) RED.  Not only did the technologies used create stand out but they also facilitated interactions between consumers and the (BELVEDERE) RED airport promotional staff. 

Work

To create impact in the busy airport environment and to drive awareness and engagement in the (BELVEDERE) RED launch the following touch points were used:

Interactive digital table (Heathrow T5 and Gatwick only)
A touch screen table was used by promotional staff as a focal point for consumer interaction. At the table, promotional staff were able to showcase key messages via videos that played on the table when touched.  Central to the campaign was a sweepstake to win an exclusive trip to Ibiza courtesy of (BELVEDERE) RED. An Interactive Table app enabled sweepstake entry within the promotional area. The set up was simple enough to engage consumers with limited browsing time but sufficiently impactful to draw them in and to stand out in a cluttered environment.

'Roaming' iPads
The sweepstake could also be entered via Ipads. Promotional staff  were able to ‘roam’ with the Ipadsusing them as a tool to engage consumers in the campaign beyond the promotional area. 

Foursquare
A (BELVEDERE) RED Foursquare account was set to encourage consumers to check in at the promotional area. 

Video walls
96 screen video ‘wonderwalls’  featured (BELVEDERE) RED content to raise brand awareness. The content featured calls to action driving the consumer to enter the sweepstake and to ‘Like’ Belvedere Vodka on Facebook.

(BELVELDERE) RED bar
An airport bar served a variety of (BELVEDERE) RED cocktails.

QR codes to facebook
QR Codes featured across advertorials, cocktail menus at the airport bar and on the interactive table. These directed consumers through to the (BELVEDERE) RED Facebook tab page, enabling the conversation to continue beyond the airport.

Email newsletters
Competition entrants received a follow up email which included further information about the partnership with (RED) and encouraged entrants already engaged in the brand to ‘Like’ Belvedere Vodka on Facebook.

World Duty Free cladding
Cladding around the World Duty Free areas, where the promotion took place, featured (BELVEDERE) RED window displays showcasing the limited edition product.