SKODA turns Mumbai airport into stunner ramp
By M4G Bureau - October 08, 2020
The promo zone floor is crafted with using largest floor LED installation first time used for an experiential display in Indian airport
SKODA Auto has launched new models- Superb & Karoq at the Mumbai airport in association with Times OOH, The Max and PHD Media.
By opting for the most premium promotional space at Terminal 2, the brand took a first mover approach in the category post reinstatement of the market to target the growing premium and business air travellers.
PHD Media and The MAX (Tribes & Mudra Group Venture) worked closely with the brand to conceptualise the campaign.
In the automobile category, primarily the buying choice is driven by the technology, precision and features that one has to offer. Hence, the brand chose a promotional space and a versatile location located in the high dwell retail zone - just after the security check catering to 100% departing traffic. Mumbai airport has witnessed high passenger traffic growth with the overall increase in the confidence of passengers along with the rise of premium and business travellers.
Simply Clever- Stunningly created in brand’s colour, the promo zone floor is crafted with using largest floor LED installation first time used for an experiential display in Indian airport. This LED floor can withstand a weight of 4 tons showcasing a bespoke content specially designed to add visual brilliance and give a grandeur effect to the cars kept on display. With this, the entire space looks mesmerising making it eye catching and allures the passengers to experience it.
Tarun Jha, Head of Marketing- SKODA Auto India said, “Since the Mumbai airport is one of the largest airports in the country in terms of footfalls, it was a no-brainer and a significant choice for us. Another important factor was that Mumbai has always been one of the top markets for brand SKODA and capitalising on this was an obvious decision. As we are launching a series of new cars in 2020 and 2021, airport displays are a great way to showcase the new cars to the prospects and generate enquiries. With Unlock 5.0 and the increase in the number of passengers following the reinstatement of premium and business travellers at Mumbai airport, it was a strategic call for us to have our presence at the Mumbai airport to showcase our products. Like always, we wanted our promo display to stand out, capture the attention, showcase the grandeur and wow factor of brand SKODA. We have always been a ‘Simply Clever’ brand when it comes to our marketing activities. We believe in extracting the most out of a specific idea rather than being all over the place. It cannot be a better time for us to do this activity leading to the launch of our new cars in the next year.”
Gour Gupta, Tribes Group, Managing Director said, “The task was one that we took head on during a time when everything was at a standstill. A unique opportunity was presented to us and we challenged the status quo by creating an innovative and immersive experience for SKODA in association with PHD at T2, Mumbai Airport.”
“We are happy to be associated with SKODA Auto and The Max & PHD in creating this unique and one of its kind promo experience for the targeted audience at T2, Mumbai Airport. We always believe in bringing world-class airport media advertising opportunities to our brand partners in the most effective yet creative way,” said Sumit Chadha, Business Head, Mumbai Airport - Times OOH.
Monaz Todywalla, CEO, PHD India, said, “Post the unlock phases, air travel has picked up and customers are slowly back into the shopping arena. Making the most of this, SKODA has very cleverly captured the sentiment of providing a holistic experience to the customers. PHD firmly believes in disruptive innovation that showcases the complete potential of what the brand stands for. Making a leap into the futuristic world of automobile displays for this next chapter in SKODA’s history, we created a visually engaging display at the T2, Mumbai airport that allured the customers from the very first moment that they laid their eyes on it. Securing a prime display location, we are glad that we could innovatively give the customers a taste of SKODA’s futuristic designs and effectively ensure that adhering to the current social norms, every bit of precaution was undertaken during the execution.”