L’Oréal Travel Retail Americas recognised for cross-continental digital campaign

ralph_lauren_ad_300L’Oréal Travel Retail Americas has received two awards at the Smarties Celebration of Talent by the Mobile Marketing Association (MMA) in New York.

The company’s cross-continental digital campaign for Ralph Lauren Polo Red fragrances was recognised in the Programmatic and Location-Based categories.

The mobile campaign was based on three steps: targeting, engaging and re-targeting

The campaign, developed in partnership with ad tech company S4M and media agency Havas Miami, was based on targeting, engaging and re-targeting travellers between Brazil and Miami via location-based service geofencing.

L’Oréal Travel Retail Americas said: “During travel, passengers are disconnected from traditional media (television, radio, print), and overexposed to billboards and POS ads in airports. In order to capture the attention of international travellers already overexposed to a very busy duty free environment, mobile proves to be the most personal device to target individuals based on location.”

Passengers travelling to Miami from Rio de Janeiro and São Paulo airports received an invitation on their mobile to accept geolocation, which displayed a map indicating the nearest point-of-sale in duty free.


Those passengers engaged at the airports of departure were retargeted with a ‘Welcome to Miami’ message and a coupon to access the Ralph Lauren Polo Red offer and participate in a contest.

Once the engaged tourists had returned to Brazil, they were retargeted again with the initial offer and a map showing the nearest point-of-sale.

“This campaign based on a geolocation mobile programmatic approach offered a competitive advantage by using behavioural and contextual data to increase user engagements and ultimately drive more people to download the exclusive Ralph Lauren Polo Red offer to their mobile phones,” noted L’Oréal Travel Retail Americas.

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