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American Express promotes Jet Airways corporate card at Delhi airport

By Bhawana Anand - April 23, 2015

American Express placed a 3D enabled'Holographic Box' to attract the attention of business and leisure travellers at T3. The activity was spread over 30 days

American Express rolled out an innovative activation programme at T3 of Delhi's Indira Gandhi International Airport (IGIA) to promote the launch of Jet Airways American Express Corporate Card. To mark the on-ground launch, American Express placed a 3D enabled'Holographic Box' to attract the attention of business and leisure travellers at T3. The activity was spread over 30 days.

The cubical installation displayed 3-dimensional holographic content highlighting the key benefits of the Jet Airways American Express Corporate Card. The display included an elaborate arrangement of films and created an illusion of the content floating in the air.

The brand undertook the airport activation programme through multiple media interventions addressing customer queries on the go. It also focused on directing the visitors to explore the AMEX booth through a mix of large media sites as well as disruptive technology installations. Apart from the 3D Holographic installation, Totems, a Digital Mannequin and an American Express Booth were physically activated to initiate customer engagement with the brand.

The highlights of the activation were:

Holographic Box: A cubical structure that featured key product benefits.

TOTEMS: 17ft high, 4 Back-lit totems were located at the check-in counters of Jet Airways and Air India with product branding and a very crisp messaging - encouraging them to visit the AMEX booth inside.

Digital Mannequin: An attractive Digital Mannequin placed at the end of the security check area talked about the product benefits and directed visitors to visit the AMEX Booth inside the waiting area. Alongside, there was also a standee and a promoter to address any specific queries of the audiences.

AMEX Booth: Once inside the waiting area and while proceeding to the boarding gates, the visitors were greeted by a large AMEX/Product branding along with a cutting-edge technology installation of a 3D Holographic set-up. The 3D structure played a brief product proposition video.

As a result, the passengers waiting to catch their flight at T3 did take time off from shopping at the duty-free shops and eating at the numerous restaurants to check out the American Express booth and other elements of the campaign.