JCDecaux has won an award for ‘Most Innovative Contribution to a Campaign by a Media Owner” by the 2017 Singapore Media Awards, for its dynamic campaign with Martell at Singapore Changi Airport (Terminal 1)”. The campaign used 23 new 85″ displays to show dynamic content.
Flights to eight Chinese cities departing within two hours to 45 minutes were displayed on digital screens with a message encouraging passengers to make the most out of their waiting time by discovering the Martell New Single Estate at the nearest Duty-Free Store. The content was displayed in Mandarin, their native language, as well as in English, in order to instantly capture their attention.
To guide these targeted passengers from their current locations to the main Duty-Free Store, accurate distances based on GPS coordinates also appeared on the screen. To push the brand engagement further, the digital screens were equipped with JCDecaux Beacons and, through a clear call-to-action located at the bottom of the screen, the audience targeted was prompted to shake their mobiles using WeChat Shake to receive an exclusive promotion to redeem samples of Martell Corden Bleu at the Duty-Free Store.
This was a successful online to offline campaign promoting Martell Single Estate with a 91% unique click-through rate from WeChat Shake, a 67% redemption rate and a double digit growth compared to same month last year.
The airport has a wide range of advertising, of course, as the sixth largest airport in the world and Invidis recently summarised the location’s facilities, highlighting the new T4 which will open at the end of October and which has a very high level of automation including immigration with face recognition for some travellers. See the video below for more.
JCD has the contract until 2022 and started there in 2011.
JCDecaux holds the contract for signage at Singapore’s Changhi Airport
