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Ballantine’s L.A.I concept urges passengers to see, taste, interact, buy and share their experience on social media platforms |
Pernod Ricard Travel Retail Europe has teamed up with The Nuance Group to launch the Ballantine’s digital campaign – entitled “˜Leave An Impression’ (L.A.I) – at Zürich Airport, which will run until September 2013.
In addition to the L.A.I digital activity which encourages customers to express themselves and “˜leave an impression’, travellers will be able to enjoy tastings at the Ballantine’s bar and browse the full product selection.
A striking space has been created for the L.A.I concept, which urges passengers to see, taste, interact, buy and share their experience on social media platforms. Travellers can create a digital reflection of themselves and sample a Ballantine’s cocktailsuch as the “˜Summer Crush’, made with Ballantine’s Finest, Triple Sec, pineapple, lemon and apple honey.
Ballantine’s L.A.I was first launched in November 2012 and allows the brand to have greater interaction with whisky drinkers, enabling them to build brand awareness more easily through social media.
L.A.I. uses advanced photographic software to “˜read’ a passenger’s body – including their clothing colour, stance, and gestures – to create a unique personal image. This image can then be manipulated through motion using Microsoft Kinect technology (by changing position, creating trails with the hands or body, or increasing the proximity to the display screen).
The final image is then uploaded on to www.Ballantines.com/LAI and passengers are given a receipt with a code enabling them to access and share their image. The receipt can also be taken to the bar and entered into an iPad interface which will recommend a cocktail based on the impression. The latest impressions generated are shown on a live gallery at the back of the bar, which the passenger can see as they enjoy their bespoke drink.
Pernod Ricard Travel Retail Europe Senior Brand Manager Neil Sharp said: “We’ve been delighted to work closely with Nuance on realising this ambitious Ballantine’s activation in Zürich, which truly captures the imagination of travellers and to allow them to leave an impression. The user experience has been evolved to drive further social media throughput and to integrate sampling and purchase. We are very proud of L.A.I; it feels like a major activation innovation in the travel retail channel.”
Nuance Zürich Airport General Manager Karl Walter added: “We are very pleased to have teamed up in a Trinity partnership with Pernod Ricard and Flughafen Zürich AG to “˜leave an impression´ amongst all the travellers at Zürich Airport. Thanks to this exciting event, our customers will experience Ballantine’s in a truly innovative and entertaining way with the possibility to not only taste but also share their impression within their social network.”
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