1. Perfume & Cosmetics Campaign 2014
This is a presentation overview of the Perfume and
Cosmetics Campaign for Swedavia Airports* launched
in May 2014.
Campaign period: May 05-September 31, 2014
November 14, 2015
Charlott Edner, ASDC (Swedavia Commercial Services)
* Stockholm Arlanda Airport, Göteborg Landvetter Airport, Bromma Stockholm Airport, Åre Östersund Airport, Luleå
Airport, Umeå Airport, Ronneby Airport, Malmö Airport, Visby Airport, Kiruna Airport
2. Campaign improvements compared with
previous P&C campaign:
o Clear visuals
o No pricing attached
o Clear 20% message
o Clarify that 20% is the minimum
o Make the campaign visual! Work with
good background colour
(all channels)
o Clarify the DFS
o Clarify that the offer is available also on
other Swedavia airports
o Countdown!
4. P&C Campaign 2014
Bought Media:
o E-traveli (The leading On-line Travel Agent in the Nordics; 2.5 million travelers
annually)
o Advertisements in magazines: Amelia, Damernas Värld, Femina
o Foiled shuttle buses: 2 in Stockholm, 1 in Gothenburg
o Foiled Super-backs on 4 buses in Stockholm and 2 in Gothenburg
o Digital signage at Central station Stockholm June
At the airports
o Digital Signage
o Banners
o Trolleys
o Luggage box at security
o Pride week: Event in at Göteborg Landvetter Airport
Others
o Make-up tutorials with Marie Serneholt in cooperation with Bonnier
o Swedavia websites – homepage arlanda.se and landvetter.se
5. In terminal at Arlanda and Landvetter
o Digital Signage at the airports
o Trolleys
o Luggage boxes at security
400 trolleys in T5
200 luggage boxes
7. o Digital Signages
o Banners
Lightbox check-in
Lightboxes at terminal
In terminals at Arlanda and Landvetter
8. Digital signage Central Station Stockholm
Period
Purchase: 5 432 739 contacts
Delivered: 7 062 599 contacts
No. of show: 32 760
9. Results e-traveli
E-traveli is the leading Online Travel Agent in the Nordic region
Reach/purchase of contact:
o ROS 50 000 exposures per week
o SEARCH 60 000 exposures per week
o PTM 3125 unique contacts each week. All going to ARN or GOT within 48 hours
o ASM After sales male (same amount as PTM)
10. ROS Run on Site
Target: 400 000
Delivered: 626 044
Visits = 677
CTR: 0.10 (average 0,04)
12. PTM Pre Travel Mail
Target: 210 000
Visits = 2 410
Highest CTR: 1.5% (average 0,04)
Bransch standard är för "samma typ av placering
på en annan kanal med liknande budskap" Snitt är
0.20 %. Snittet på de flesta kanaler konkurrenter
(resemedier och redaktionella miljöer, där
innehållet talar till en rese-intresserad målgrupp) är
ca 0.12 %.
Best results
in E-traveli’s
channels in
2.5 years!
19. Collaboration with Bonnier and Marie Serneholt
Purpose:
Spread the 20% price guarantee message in frequently visited channels for
the target group; amelia.se, damernasvarld.se and mama.se (all owned by
Bonnier)
Create inspiration for new make-ups and give reasons to purchase.
Content of the Marie Serneholt P&C activation
• 8 make-up tutorials with Marie Serneholt
• 12 editorials written by Bonnier > published on all sites
• 6 blogg insertions by Marie Serneholt
20. Unique visitors per week: 22 678
Length of activation:
8 weeks; 12 May- 11 June
Content
o 8 make-up tutorials with Marie Serneholt
o 12 editorials written by Bonnier >
published on all sites
o 6 blogg insertions by Marie Serneholt
talking about the project itself
22. Film – tutorials with Marie Serneholt
Copy paste the link below to your web browers to watch example of videos:
http://blogg.amelia.se/marieserneholt/tag/oslo/
http://blogg.amelia.se/marieserneholt/tag/tutorial/
24. Most read articles
Most read articles
Competition:
3996
The Oslo look, fresh and natural:
2641
Start from basics. The best tips
from the beauty experts:
2172
Copacabana. Sunkissed with… :
1908
New York, Smokey-eyes and
nude lips:
1643
26. Airport Shuttles Arlanda and Gothenburg
Stockholm: May 05 until August 17
Gothenburg: May 19 until August 17
Circulation: Central Stockholm/Gothenburg to airports
