L’Oréal Travel Retail joined forces with Gebr. Heinemann over the summer, to create the ‘Happy Blue Summer’ campaign for its Biotherm brand. The partnership was designed to highlight Biotherm’s commitment to ocean preservation, and showcase its expert skincare credentials.
The high-profile campaign was supported by 360-degree activation elements to maximise traveller engagement. These included online with a strong media funnel, and offline with a consumer-centric POS experience.
“The Biotherm ‘Happy Blue Summer’ campaign created engagement and excitement for the consumer, while also targeting the important topic of sustainability and the need to protect our oceans,” noted Gebr. Heinemann Director Marketing Jens Peter Peuckert.
“We are very proud to collaborate with our long-standing partner L’Oréal on this kind of creative and conscious concept, keeping our promise of offering travellers a spectacular assortment and unforgettable experiences.”
Biotherm and the Ocean Race
“These beautiful activations will promote our Water Lover commitments while putting the focus on our beautiful Biotherm IMOCA boat,” explained Biotherm Travel Retail General Manager Flavien De Paillerets.
“This is important as it connects travellers with our brand commitments in an engaging way. Through this takeover, we are inviting customers to embark on a Water Lovers journey and go on a beautiful sailing adventure for the oceans this summer.”
The campaign began with a retailer event in Aarhus, Denmark, for the sixth leg of the Ocean Race, in which Biotherm participated. The brand’s IMOCA boat featured sensors to capture information about ocean health, as part of a collaboration with partner the Tara Ocean Foundation. The data collected will further inform Tara’s ongoing research efforts.
In Aarhus, guests learned more about Biotherm’s latest sailing project, “racing with purpose”, and its related Water Lovers mission to protect the world’s oceans.
The campaign’s airport locations included Oslo, Munich, Vienna and Copenhagen. The installations were designed to highlight Biotherm’s skincare expertise and sustainability commitments, through a mix of retailtainment elements and exclusive offers.
In Vienna Airport, travellers were invited to participate in a virtual reality (VR) experience that allowed them to become part of Biotherm’s Water Lovers crew.
The pop-up activations were supported by an extensive airport media campaign which reached over 42 million travellers, through 16 touchpoints, across seven European airports.
For a seamless offline plus online experience, travellers were targeted pre-flight and directed to the retailer’s website to buy their summer essentials. Once inside the airport, they were targeted by a drive to podium campaign.
The campaign’s final element, in partnership with Travel Retail Norway, involved sending social media influencers blue boxes of Biotherm summer products, complete with an invitation to post about their blue summer quest.