Mastercard DDFS Winter shopping festival at Delhi Airport
For the first time, Mastercard India tied up with Delhi Duty Free Services to target and encourage international passengers to shop at the duty-free area using their Mastercard cards. “Mastercard DDFS winter shopping festival” was executed by Times OOH in association with Posterscope. Delhi Duty free happens to be the largest Duty-Free retail space in India.
Delhi airport registers an annual footfall of 20 Million international passengers and their average bill value at the duty-free area is USD 100 (INR 7000). Keeping this in mind, Mastercard offered gift vouchers worth INR 300 to every passenger who shopped for an amount greater than INR 7000 at the duty-free stores using Mastercard. In addition to this, all passengers who used their Mastercard cards to make a purchase, stood a chance to participate in the lucky draw and win couple tickets to Singapore.
Times OOH and DDFS’s efforts to seamlessly integrate technology with the festival is something to note. To ensure a true, ROI driven campaign, POS systems automatically produced coupons upon a passenger’s purchase using Mastercard. Moreover, The Duty-free environment makes way for impactful branding elements such as vibrant promo zones and LED screens. Times leveraged on their network of digital screens at International Arrivals to lead passengers towards the duty-free area and participate in the Winter Festival. A 360-degree presence within the Delhi airport, coupled with 160 minutes + dwell time at the international terminals maximised the recall for the festival.
Mastercard and DDFS also leveraged on the festivities and brought Santa Claus to the Delhi Duty Free Arrivals on Christmas eve, who distributed chocolates amongst the delighted children.
Mr. Puneeth Bekal, Director Marketing, Mastercard shared his viewpoint. “We have been partnering with Times OOH for Shopping Festivals at Mumbai Airport since September. The kind of visibility and plethora of media options we got there inspired us to tap the market in Delhi as well. Since we wanted to capture international travellers, Delhi Duty Free served as the perfect location to engage passengers and encourage them to shop with Mastercard - the safest way to pay - and experience worry-free transactions. This kind of engagement, supported with gratification for the customers has helped our brand stand out in the category.
To deliver a powerful communication on the promotional offers, Times has yet again created an exciting package of media at Delhi Duty Free Stores. Moreover, the neatly done POS integration has made this campaign that much more exciting for us.”
Mr. Abhijit Das, Head of Marketing, Delhi Duty Free Services emphasised on their continual effort to better the shopping experience for their passengers. “We are always looking for ways to appease our passengers at Delhi Duty Free by giving them the best offers and discounts. Associating with Times OOH for this Winter Shopping Festival gave us the opportunity to gratify travellers with Gift Cards. Mastercard, the sponsor for the festival also provided 2 Couples’ Singapore Trips to lucky draw winners. This not only creates and sustains brand recall for Mastercard, but also helps create a conducive environment for the passengers to shop at Delhi Duty Free Stores.”