To help promote M&M’s Full Throttle campaign – orchestrated by Mars Wrigley International Travel Retail – digital and physical representations of the notorious Red and Yellow M&M’s characters accompanied travellers on their journey, from beginning to end, at Amsterdam Schiphol Airport in July.

 

During what MITR describes as the ‘boldest and biggest’ version of its first ever media campaign, the company also facilitated tastings, scent marketing, in addition to a pop-up store.

 

The campaign ran throughout July in collaboration with Schiphol Airport Retail and Schiphol Media across all three terminals and aimed to attract the attention of travellers throughout their journey; from arriving at the airport through to boarding.

 

Large digital screens brought the characters to life, with Red trying to grab the attention of potential shoppers as they passed through.

 

POP-UP STORE AND PHOTO BOOTH

The digital screens were supported by static visuals as well as activations in the three airport lounges, including scent marketing and tastings as well as a pop-up store in Lounge 3 with a photo booth.

 

The aim of the promotion was to build awareness for the brand throughout the customer journey by creating a fun and engaging campaign which would boost spend for the category.

 

Mars Wrigley ITR Category Director Raghav Rekhi says: “Who other than the confectionery category to make travellers’ journeys fun? Fun is at the heart of confectionery and we can uniquely bring that to life for travellers.

 

“Not only with in-store display and activation, but through all of their journey at the airport.

 

“By creating a campaign which sends these popular characters and recognisable brands on a journey with the traveller, we helped to make the airport journey more entertaining and developed the existing association between the confectionery category and the fun and excitement of travel.”

 

Schiphol Group Media Client Manager Floris Hoogendoorn says: “The new media activations were cool expressions. They made our airport even more fun.”

 

This campaign was the latest step in the company’s ongoing effort to boost engagement and sales within the confectionery market. In May, ahead of the TFWA Asia Pacific Exhibition in Singapore, Mars Wrigley ITR unveiled a bold media strategy that started in Singapore and featured key global airports this year.