Mastercard India wows international passengers at IGIA
By M4G Bureau - January 11, 2019
Times OOH promotes the ‘Mastercard DDFS winter shopping festival’ at the airport in association with Posterscope
Mastercard India has become the 1st ever brand to tie up with Delhi Duty Free Services. The idea is to target and encourage international passengers to shop at the duty-free area using their Mastercard cards. “Mastercard DDFS winter shopping festival” at the Indira Gandhi International Airport, Delhi was promoted by Times OOH in association with Posterscope.
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 7,000). Keeping this in mind, Mastercard offered gift vouchers worth INR 300 to every passenger who shopped for an amount greater than INR 7,000 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 together ensured seamlessly integration of technology with the initiative. To ensure a true ROI driven campaign, POS systems automatically produced coupons upon a passenger’s purchase using Mastercard. Also, the Duty-free environment makes way for impactful branding elements such as vibrant promo zones and LED screens. Times OOH’s network of digital screens at International Arrivals were put into the use 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.
Talking about it, Puneeth Bekal, Director Marketing, Mastercard said, “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”.
He further added, “To deliver a powerful communication on the promotional offers, Times OOH 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.”
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.”