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SHOPPING ‘TIL THE SUN COMES UP

SHOPPING ‘TIL THE SUN COMES UP

Danielle Smith

Danielle Smith

July 22, 2019

There’s sleepwalking, and now there’s curated, personalized sleep shopping

"It was about stopping our passengers from shopping in Paris. That’s the humorous part of it all."

During China’s national holidays, also known as Golden Week, an estimated 700 million people are expected to travel the world. Some of those travelers will land in Paris ready to explore, eat, and shop—once they get over the notoriously gnarly jetlag. This jetlag obstacle created an opportunity for Paris Aéroport who worked with Havas agencies Socialyse and Agence W to create the Duty Free By Night campaign. This project is a campaign complemented by an app to create a personal shopping experience at night for jetlagged travelers. Agence W Creative Director Gabriel Lippis shares how this campaign came together and what made it a success. 

 

Tell us a little about this campaign. How did the idea come together to create a social shopping experience specifically for jetlagged tourists?

Paris Aéroport faces a conundrum: how do you get the millions of passengers who “pass through” the terminals to actually consider the airport as a shopping destination? Especially when they are headed to Paris, where all the big name brands have their flagship stores? Basically, we were looking for a way to create and sustain a connection with all these passengers during their stay in Paris, and remind them that there are great deals to be found at the airport. Some form of social presence seemed essential.

 

What insights led to the execution of this campaign?

Well, the Golden Week is really a “shopping week” for Chinese tourists that come to Paris. We used a simple insight—when Chinese tourists arrive in Paris, jetlag more or less keeps them awake from 2 to 6 AM. Combining these two ideas, we came up with this campaign: a social shopping service that is only available in the middle of the night when Chinese tourists are tossing and turning.

 

Why is Golden Week important for brands?

It is a Chinese national holiday and it has a very hedonistic flavor to it. It’s all about enjoying, shopping, and spending time with friends. It is fairly obvious how this is an important time for brands.

 

What makes this different from a typical retail campaign?

It was all around different because, fundamentally, it was about anti-shopping! It was about stopping our passengers from shopping in Paris. That’s the humorous part of it all, and why we think it worked well. There was a form of subtle irony there that Chinese passengers understood and acknowledged. 

"Over 20% of the passengers connected with the app and engaged with the campaign content."

What are some of the unique features of this campaign and the WeChat app that was created?

The unique part of the campaign was creating a sustained connection with the target audience throughout their stay. This was achieved through the tongue-in-cheek nature of the campaign with the idea of using that seemingly “wasted” time just lying there awake in the middle of the night could be used to fuel shopping impulses. There was also the fact that the campaign was carried by a virtual personal shopper—he was the person that spoke with users in the middle of the night, and this created a more personal experience than a simple e-commerce site. We also went as far as putting tags on the sidewalks of shopping districts that would light up as night fell and shops closed—encouraging users to connect to the app.

 

Why did Agence W choose to incorporate influencer Miss Paris, and what was her role?

For historical reasons specific to China, influencers have carried more weight than mainstream media. Their suggestions and opinions are seen as being more credible and the influencer market there is huge. Working with Miss Paris was a way of kick-starting the campaign with a name that carried considerable influence with our fashion and luxury interested target audience.

 

How was Duty Free By Night being communicated to Chinese travelers landing in Paris?

One of the key insights is that Chinese travelers prepare their wish list up to three months before their trip, and are very selective in terms of what they plan to buy. So that’s why we started early, digitally targeting those travelers we knew were coming to Paris. In Paris, it was quite easy—the airport’s free WiFi connects via WeChat, and so we were able to present the program to almost 100% of the tourists as they transited through the airport.

 

What was the response to this campaign from the client and the consumers?

Thanks to our digital touchpoints in the airport, over 20% of the passengers connected with the app and engaged with the campaign content. This is fairly unheard of in direct marketing campaigns! And when they didn’t use the program to shop, well, at least Paris Airport came across as a brand that knows and values them. It was a big success.

"It was about stopping our passengers from shopping in Paris. That’s the humorous part of it all."

During China’s national holidays, also known as Golden Week, an estimated 700 million people are expected to travel the world. Some of those travelers will land in Paris ready to explore, eat, and shop—once they get over the notoriously gnarly jetlag. This jetlag obstacle created an opportunity for Paris Aéroport who worked with Havas agencies Socialyse and Agence W to create the Duty Free By Night campaign. This project is a campaign complemented by an app to create a personal shopping experience at night for jetlagged travelers. Agence W Creative Director Gabriel Lippis shares how this campaign came together and what made it a success. 

 

Tell us a little about this campaign. How did the idea come together to create a social shopping experience specifically for jetlagged tourists?

Paris Aéroport faces a conundrum: how do you get the millions of passengers who “pass through” the terminals to actually consider the airport as a shopping destination? Especially when they are headed to Paris, where all the big name brands have their flagship stores? Basically, we were looking for a way to create and sustain a connection with all these passengers during their stay in Paris, and remind them that there are great deals to be found at the airport. Some form of social presence seemed essential.

 

What insights led to the execution of this campaign?

Well, the Golden Week is really a “shopping week” for Chinese tourists that come to Paris. We used a simple insight—when Chinese tourists arrive in Paris, jetlag more or less keeps them awake from 2 to 6 AM. Combining these two ideas, we came up with this campaign: a social shopping service that is only available in the middle of the night when Chinese tourists are tossing and turning.

 

Why is Golden Week important for brands?

It is a Chinese national holiday and it has a very hedonistic flavor to it. It’s all about enjoying, shopping, and spending time with friends. It is fairly obvious how this is an important time for brands.

 

What makes this different from a typical retail campaign?

It was all around different because, fundamentally, it was about anti-shopping! It was about stopping our passengers from shopping in Paris. That’s the humorous part of it all, and why we think it worked well. There was a form of subtle irony there that Chinese passengers understood and acknowledged. 

"Over 20% of the passengers connected with the app and engaged with the campaign content."

What are some of the unique features of this campaign and the WeChat app that was created?

The unique part of the campaign was creating a sustained connection with the target audience throughout their stay. This was achieved through the tongue-in-cheek nature of the campaign with the idea of using that seemingly “wasted” time just lying there awake in the middle of the night could be used to fuel shopping impulses. There was also the fact that the campaign was carried by a virtual personal shopper—he was the person that spoke with users in the middle of the night, and this created a more personal experience than a simple e-commerce site. We also went as far as putting tags on the sidewalks of shopping districts that would light up as night fell and shops closed—encouraging users to connect to the app.

 

Why did Agence W choose to incorporate influencer Miss Paris, and what was her role?

For historical reasons specific to China, influencers have carried more weight than mainstream media. Their suggestions and opinions are seen as being more credible and the influencer market there is huge. Working with Miss Paris was a way of kick-starting the campaign with a name that carried considerable influence with our fashion and luxury interested target audience.

 

How was Duty Free By Night being communicated to Chinese travelers landing in Paris?

One of the key insights is that Chinese travelers prepare their wish list up to three months before their trip, and are very selective in terms of what they plan to buy. So that’s why we started early, digitally targeting those travelers we knew were coming to Paris. In Paris, it was quite easy—the airport’s free WiFi connects via WeChat, and so we were able to present the program to almost 100% of the tourists as they transited through the airport.

 

What was the response to this campaign from the client and the consumers?

Thanks to our digital touchpoints in the airport, over 20% of the passengers connected with the app and engaged with the campaign content. This is fairly unheard of in direct marketing campaigns! And when they didn’t use the program to shop, well, at least Paris Airport came across as a brand that knows and values them. It was a big success.

Danielle Smith is the Communications Manager of Havas Group. She’s believes every meal can be tacos if you have tortillas and the heart to try.

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