US. Armani Beauty Travel Retail, part of L’Oréal Groupe, teamed up recently with ride-sharing platform Uber to launch the Armani Code O2O activation in New York John F. Kennedy and Los Angeles International Airports.
The partnership, which ran in March, marked the first of its kind in travel retail and for L’Oréal Groupe in the US. It saw L’Oréal Travel Retail Americas offering Uber’s more than 130 million active users an integrated in-app media experience.
The experience targeted Uber premium travellers heading to both airports with the aim of driving traffic to store, boosting conversion and acquiring consumer data.
Armani Beauty’s Uber ad journey was built around three key moments. The first is when travellers order the Uber to the airport, the second while they wait for their ride to arrive and the third during the ride itself.
The ads are displayed natively within the Uber application, offering a smooth and non-intrusive integrated media experience for passengers.
Call-to-action messaging was displayed throughout the ads, encouraging riders to click to receive special coupons which they could redeem in-store at the airports. The coupons had a double function, driving customers to the Armani boutiques at both airports, while enabling data acquisition.
After clicking the ad, passengers were led to a branded landing page where they could claim their coupon and discover Armani’s Code fragrance.
“With this new partnership with Uber, we are adding a very meaningful step to the traveller journey to engage with them right before they arrive at the airport, in a very premium environment, to elevate our brand O2O experience,” commented L’Oréal Travel Retail Americas General Manager Digital & Global Retail Bertrand Auclaire.
“This is a very first in travel retail industry globally, and we will continue exploring the potential of this collaboration with Uber to create more value for our travellers.”
Uber Advertising Division Vice President, General Manager Dr. Mark Grether added: “Connecting brands and riders is an integral part of how Uber advertising meets consumers at every point of the journey.
“This recent campaign with L’Oréal Travel Retail Americas shows the power of our platform to connect with consumers in real life contextual moments. Using deterministic data to focus on those who are en route to the airport, we were able to engage with a targeted audience, at the perfect time in their journey, ultimately proving Uber’s unique ability to bring our top brand partners along for the consumer’s ride to take-off.” ✈
