Mars Wrigley ITR brings pan-airport M&M’s promotion to Schiphol : Moodie Davitt Report

NETHERLANDS. The iconic red and yellow M&M’s characters followed travellers through Amsterdam Schiphol Airport as part of a pan-airport campaign from Mars Wrigley International Travel Retail (ITR).

The campaign, which ran across all three terminals of the Dutch airport throughout July, saw the two characters follow travellers from arriving at the airport to boarding. This included large digital screens, static visuals, activations in the airport lounges and a pop-up store featuring a photo booth in Lounge 3.

The red and yellow M&M’s characters followed travellers throughout the airport

The campaign saw the confectionery company collaborate with Schiphol Airport Retail. Schiphol Group Media Client Manager Floris Hoogendoorn said the campaign had “made our airport even more fun”.

Interactive activity took place in the airport store

Mars Wrigley ITR Category Director Raghav Rekhi added: “Who other than the confectionery category to make travellers’ journeys fun? Fun is at the heart of confectionery and we can uniquely bring that to life for travellers. Not only with in-store display and activation, but through all of their journey at the airport.

“By creating a campaign which sends these popular characters and recognisable brands on a journey with the traveller, we helped to make the airport journey more entertaining and developed the existing association between the confectionery category and the fun and excitement of travel.”

“Fun is at the heart of confectionery and we can uniquely bring that to life for travellers. Not only with in-store display and activation, but through all of their journey at the airport,” Mars Wrigley ITR Category Director Raghav Rekhi says.

In a recent interview with Sight Lines – The Moodie Davitt Report’s title dedicated to airport advertising – Rekhi discussed the campaign, which has also taken in the likes of Bangkok Suvarnabhumi, DXB (Dubai International), Frankfurt, London Heathrow, Paris Charles de Gaulle and Singapore Changi airports.

Click here to read the full interview with Raghav Rekhi

“Globally, Mars spends about two billion dollars on A&P,” he said. “So they do a good job in driving brand awareness and equity development. But I think there’s a real opportunity for us to drive awareness as travellers are making their way through their journey or on their path to purchase – because they’re purchasing for very different reasons.

“How do we put in place a fun call to action that makes them want to enter the retail store? So they see a consistent message that cuts through and gets noticed? So that they see something [in-store] that’s fun and engaging and gets noticed more because it’s already top of mind based on the advertising?

“They’re going to say, ‘Oh, look at that! Let’s go have some fun with it.’ So now there’s a connect. We are going to use media in a way that’s fun and engaging with clever call-to-actions in place that then relate to what we’re bringing to life in the retail environment, which is disruptive, fun, and engaging.”

NOTE: If you would like to take part in Sight Lines, please contact Martin Moodie (Martin@MoodieDavittReport.com) and Liam Coleman (Liam@MoodieDavittReport.com) for editorial and Irene Revilla for advertising and sponsorship (Irene@MoodieDavittReport.com).

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