Pernod Ricard – Chivas Regal 12 & Brother’s Blend
Pernod Ricard partnered with S4M to reach consumers in transit at airports across the UK. The campaign set out to promote two luxury scotch whiskies among travellers to drive them into duty free stores before take-off. For this consumer-focused mobile campaign, our objective was to attribute real-world impact in stores from online impressions. Over the period of a month, we measured 306 visits into duty free stores as a direct results of the campaign exposure.
To reach the intended consumers of Chivas Regal 12 and Brother’s Blend, a travel retail exclusive, we geo-targeted international terminals as UK airports. Within a large and busy airport environment, providing clear directions to find the nearest duty free store is key to converting travellers into shoppers. We also built mobile-specific creatives to align with Chivas Regal’s ultra-premium brand position and century old heritage. Each format redirects the users into a customised landing page with a detailed map of their specific terminal and easy-to-follow instructions to facilitate the shopper experience.
During the campaign, we measured 306 visits into duty free stores and attributed 126 incremental visits from the campaign. 175 visits into stores took place between 1 hour and 5 days after the campaign exposure and 131 visits between 6 days to 3 weeks after campaign exposure. Overall, the campaign generated a visit rate of 0.31% and 70% store visit uplift. We were able to extract post-campaign insights to enrich future campaigns. 77% of the total visits took place during the day from 7am to 7pm and 71% of all visits were on weekdays. We learned that Monday was the most effective day during the campaign, generating 20% of visits.
“Overall, we are very pleased with the campaign results and S4M’s innovative drive-to-store solution. This is a game-changer for future mobile campaigns in the Pernod Ricard portfolio.”
Daniel Miller – Digital Manager Travel Retail for EMEA, Pernod Ricard