CASE STUDY: Creating the VIP experience for Armani consumers
Provided by Blackjack Promotions
The campaign was to stage a VIP event on the Georgia Armani make-up counters of Heathrow's Terminal 5
What was the Challenge / Background of the Campaign?
Giorgio Armani Cosmetics came to Blackjack to ask us to provide a campaign which would drive sales to their counters, airside at London Heathrow
What was the Campaign Objective?
In order to enhance the customer experience whilst travelling. The campaign was to stage a VIP event on the make-up counters of Heathrow's Terminal 5, inviting passengers to have a luxury make-over
What was the Solution?
Blackjack provided a member of staff to cover morning & afternoon shifts for the 7 days of the promotion. The staff member played the part of a waiter. Dressed in a tuxedo, he offered an invite to passengers and offered a meet and greet service. Blackjack introduced sponsorship from Lanson and organised chocolates to be flown over from Milan specifically for the event. Each passenger was offered a glass of bubbly & a chocolate, along with a photo of their completed make-over
What were the Results?
"It has been a great pleasure working with you as everything went incredibly smoothly and I sincerely hope to continue working with you on furture VIP events once we have proved it is a huge hit instore."
What were the Key Learnings of this Campaign?
Creating something different in order to put your brands head above the crowd is essential especially in a heavily diluted arena like World Duty Free. Different brands are jostling for position & this gives you a 'head above the rest'