Diageo´s Experiential VIP Campaign with LATAM
Client Sector
Region
Airline
DIAGEO – LATAM EXPERIENTIAL CAMPAIGN
Diageo and LATAM teamed up to surprise VIP lounge passengers in Brazil with an innovative and interactive display booth, offering exclusive discounts at Duty Free.
Campaign Objectives
To raise awareness of Diageo´s premium brand selection.
Boost brand exposure to consumers, with an innovative and dynamic booth activation.
Display of QR codes that offer exclusive discounts
Promoter stationed at booth to guide guests through the experience
Product display exhibitions
TV screens with spots of the brands
Raise the duty-free sales numbers of Diageo’s brands.
Spafax’s Solution
Brand activation in the LATAM VIP Lounge, Brazil, where LATAM’s passengers could get exclusive discounts at Duty Free by scanning QR codes displayed at the booth. The interactive booth exhibited spots of Diageo’s premium selection of brands, with examples of high-quality drinks and food pairing suggestions. At the same time, the booth housed a product exhibition, with QR codes for each brand. This provided the opportunity for Diageo to capture the action from the event for a corporate video.
LATAM VIP Lounge Spot (30-second advertising spot displayed in the lounge) across two screens, with repetitions every five minutes for the month of May 2022.
LATAM In-flight TV (30-second advertising spot after a forced Landing Video), on all LATAM Brazil’s international routes.
Results
LATAM VIP Lounge Brazil: 25,000 HVC passengers reached during the 1-month period of activation via the Booth and Spots exhibition.
LATAM In-flight TV: Monthly average of 470,000 passengers reached, with 2.2 million impressions.
Duty Free sales results: increase of 250% as compared to previous sales.
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