Godrej Interio enagages audience with experience center
By M4G Bureau - December 09, 2019
At Mumbai airport, the average dwell time is 115 minutes, out of which approximately 10 dedicated minutes are spent at experiential centres
To reach out to the most premium audience in Mumbai, Times OOH aided Godrej Interio in setting up an experience centre in the garb of a retail space, at Terminal 2 of the Mumbai Airport. Select Direct Marketing enabled this set-up.
As per research commissioned by Times OOH, the average dwell time at Terminal 2 is 115 minutes, out of which approximately 10 dedicated minutes are spent at experiential centres. Given the fact that experiential centres offer superior comfort for the passengers to experience the products and offer larger spaces for better display, this idea was deemed lucrative by Godrej Interio. A 3d naming signage of Godrej Interio blended with the setup beautifully and had Irish Café, Starbucks and other outlets in the backdrop. This brought in a surprise for the passengers, as the experience zone stood out from the F&B outlets.
As passengers could experience the products vis a vis one-way communication, it is expected that the branding exercise would have a long-lasting positive association in the minds of the passengers.
It is to be noted that apart from the option of experiential centers like these, Times OOH has established 24+ promotional spaces at Mumbai Airport terminals. Recently the Outdoor media company has also ventured into modular plug-and-play kiosks as an effort to ease the setup and shorten the turnaround time for kiosks/promotional spaces at the airport.