To boost sales of its Zen perfume, Shiseido is taking advantage of a major JCDecaux Airport campaign covering the entire retail shopping areas in Paris Airports (Orly and Roissy).
Rolled out on 115 advertising panels, the Zen campaign invites all the passengers to visit the perfume shops in the Paris-Charles de Gaulle and Paris-Orly airports and to pick up their sample of this fragrance in a 5ml bottle.
The special operation allowed an upscale, chiefly ABC1 audience to discover this perfume for the first time.
Grand Marnier, the family-owned liqueur firm, chose JCDecaux Airport to reinforce its up-market image and to provide backing for its targeted, in-store promotional campaigns.
The world of Duty Free/Travel retail is of 'strategic' importance for the premium image enjoyed by Grand Marnier and for the ongoing development of its brands. The "Fashionproof since 1827" campaign was rolled out on 120 JCDecaux Airport advertising panels in the Paris-Charles de Gaulle and Paris-Orly airports in the run-up to the year-end holiday period.
"Thanks to this ideally located JCDecaux Airport campaign, we were able to enhance our visibility in close vicinity to the stores covered by the promotion and to increase our recruitment of new consumers.
It is important for us to make the greatest possible effort to intensify our promotional campaigns, and this visibility had the impact we expected, helping us to achieve our particularly ambitious sales targets during the key Christmas period" Lionel Ehrmann, Director, Global Duty Free
To coincide with the launch of its new Parisienne perfume, Yves Saint Laurent called on the services of JCDecaux Airport for the first time to introduce its new fragrance into the heart of the Aéroports de Paris airports and to win over an ABC1 demographic, extremely present in the world of air travel.
In order to attain these objectives, Yves Saint Laurent and JCDecaux Airport designed a special, tailor-made campaign engineered to accompany travellers from the moment they arrived in the airport all the way to the retail shopping areas. The campaign included the following:
- A digital wall, 7 metres in length and 3 metres high comprised of 9 screens showing the Parisienne film. The restrained, sober style of this advertising system provided an elegant setting for the Yves Saint Laurent brand and its perfume.
- 300 screens devoted to Aéo – the news channel provided by the Aéroports de Paris Airport Authorities – broadcast the Parisienne film at regular intervals, and invited passengers to discover this new perfume.
- 22 "go shopping" advertising totems standing near the stores encouraged impulse buying thanks to an exclusive Aéroports de Paris offer: "A gift from YSL for purchases worth €80".
- An Yves Saint Laurent podium towering 6.5 metres high and boasting a large plasma screen formed the heart of this airport advertising campaign. The Parisienne film was broadcasted while hostesses handed out perfume strips to passengers to encourage them to buy the perfume itself.
And the impact of this campaign is already visible in the results: Yves Saint Laurent's Parisienne has enjoyed a successful market launch (and achieved N°1 position for perfume sales in September 2009).
Thanks to this launch, which was seen in an extremely positive light, Parisienne is now considered one of the best perfumes for women.
(source: Aélia, Yves Saint Laurent)
