An Elephant initiative with DDFS to promote Mini Cooper!
In times of sluggish retail pick up and dwindling sales across all retailers, Delhi Duty Free Stores came up with a highly successful mega promotion for their international shoppers at the T3 terminal retail New Delhi airport. International passengers who shopped at the Delhi Duty Free stores at terminal T3 were in for a pleasant surprise. Shopping worth $50 could get them a chance to wind the legendary Mini Cooper through a lucky draw. As a result a sharp upturn in sales has been observed by the premium retailer.
Delhi Duty Free Stores (DDFS) is the largest airport retailer in India’s largest and busiest IGI T3 terminal. DDFS is a joint venture company between DIAL (Delhi International Airport Limited), IDFS Tradings (P) Ltd. and ARI (Aer Rianta International).
Duty free stores at Dubai and Heathrow airport have already come with such promotional formats where luxury cars have been won in a similar manner. With the Mini Coopers recent launch in India it was an appropriate choice as a brand for winners.
The popularity of the Mini Cooper helped Delhi Duty Free Stores’ (DDFS) to realize their marketing objectives and encash on it. The retailer also tied up with Visa as a preferred card and shoppers with these cards could double their chances of winning the car at DDFS.
Elephant Delhi - the branding partner conceptualized and implemented the campaign. The theme chosen by them was ‘Is this your Mini?’ The location selected at the airport also contributed to the campaign wherein passengers could view the car when it was won by passengers. The Mini Cooper promotion also helped to communicate DDFS’s collective range and value proposition which includes single malts, premium whiskeys, wines, fine chocolates, fragrances, cosmetics and luxury brands like Mont Blanc and Samsonite.
Abhijit Das, Head- Marketing DDFS had this to say with regard to the success of the Mini Promotion. “This is the biggest promotion we have had and we are pleasantly surprised at the results which exceeded our expectations even at a time when the rupee was weakening. The promotion managed to garner close to 350,000 shoppers and effectively more than 81% of all the passengers at DDFS participated. This success was largely due to the simple and effective idea behind the communication and the seamless manner in which all partners – Elephant, Visa and Fever FM coordinated the activities”
Elephant has also promoted the activity on Facebook through a Mini Cooper promo contest which involve a series of facts, quizzes, trivia and content around the Mini Cooper brand.
This activity on Facebook has increased the fan base by 40% and resulted in more than 7000 impressions and more than 35,000 interactions from just New Delhi, Mumbai and Bangalore.
“The responsibility of such a mega promotion was immense. A promotion of this nature is the calling card of Duty Free stores the world over – so we pulled out all the stops. We started with the retail activation and built up interest among potential passengers through radio and heavy social media content and engagements. And we’re happy that all the efforts paid off in conversions and transactions” said Anjan Roy, Director, Elephant Delhi.
ElephantTM, India’s largest independent strategic design & branding outfit has a team of 80 professionals across its offices in Pune, New Delhi and Singapore. With 23 years of experience, practices at Elephant include Packaging, Branding, Strategic advisory, Product Design, Retail Spaces & Innovation Consulting.
Elephant team continues to partner with leading brands that include Axis Bank, Britannia, Daimler, Ericsson, Heinz, Hindustan Unilever, P&G, Venky’s and Wipro to name a few.
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