The Sydney T2 airport environment was highly effective in capturing and engaging travellers in holiday mode. By enabling passengers to interact with the brand and product beyond the panel via interactive zones, HP capitalised on the high dwell time and drove consumer engagement.
HP’s challenge was to increase brand awareness of its PHOTOSMART all-in-one printers amongst families and drive purchase consideration.
oOh! Fly combined with an Experiential Zone in Retail departures were used to stimulate interest in the brand and allow a personal interactive brand experience. Brand Ambassadors engaged commuters and invited them into a HP holiday themed Experiential Zone to participate in a free family photograph. HP demonstrated the product and inserted a family photograph into a HP branded frame and log contact details for follow up via SMS and email.
The campaign achieved a high level of engagement, with a high proportion of passer-bys engaging with the promotion in their high dwell time.
44% of commuters or 53,884 commuters engaged with the promotion (vs 25% average). A total of 6,135 family photos were taken over the 8 week period.
Customer intelligence was gathered and followed up via email and SMS, accompanied by a HP voucher to consolidate on an increase in purchase consideration. Travelling families embraced the concept and offer. 95% received the follow up SMS communication and 22% opened the follow up email.