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Case Philips

Throughout December 2013, Philips took over Amsterdam Airport Schiphol’s Lounge 1. In the center of this Schengen lounge, the brand installed a Gift Of Innovation booth where several new domestic appliances could be tested.

Spread a little happiness

Passengers were welcome to taste freshly squeezed juices from a Philips juicer or grab a healthy snack from the airfryer. Or – in case they were on their way to a meeting and needed a spruce-up – they could have their outfit freshly ironed with the Philips steam iron. Men could even come along to get a really cool facial hair style with the Philips laser-guided beard trimmer. There was something for everyone to experience that added a little extra cheer to their journey. Some lucky passengers were chosen at random to act as a special Secret Santa and make another passenger happy with a Christmas gift from Philips. Their kindness would not go unrewarded – Philips had a nice surprise for its Secret Santas too.

Social media success

To highlight the booth, Philips used different media: from the Kiss & Ride Network outside at Departures level to digital screens and lightboxes in the lounge. In addition, the brand launched an online “Gift of Innovation” campaign, using media that included Amsterdam Airport Schiphol’s Facebook page. Followers of this page could nominate a friend to win one of the Philips products displayed. During the month of December, the Gift of Innovation generated over 27,000 Facebook interactions and nearly 2,500 online competition entries.

Airport Pilot

Philips chose Schiphol as the location to test a business case. Would products such as steam irons sell at an airport? Philips teamed up with CAPI, the airport concessionaire for Electronics, to sell the products. Direct sales at the booth were also possible via an online order system installed on the stand’s Ipads. The sales results were very positive.

Willingness to purchase

Philips researched the passengers’ willingness to purchase small and big domestic appliances at the airport.

Appealingness of booth

The research also showed that the vast majority of visitors found the booth appealing (82%) and relevant (70%).

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