Armani teams up with Uber to drive engagement in travel retail Americas

By Faye Bartle |

Armani x Uber

Snapshots of the in-app native media experience for Uber riders.

L’Oréal Travel Retail Americas (TRAM) has formed a strategic partnership with Uber for an O+O (Offline plus Online) activation for Armani Code at New York’s John F. Kennedy International Airport (JFK) and Los Angeles International Airport (LAX).

The new traveller engagement touchpoint, launched in March 2023, has been a first-of-its kind project for L’Oréal Group in the US and marks a significant milestone for L’Oréal Travel Retail Americas.

It saw L’Oréal Travel Retail Americas offering an integrated in-app media experience to Uber’s 130 million monthly users globally.

“With this new partnership with Uber, we are adding a very meaningful step to the traveller journey to engage with them right before they arrive at the airport, in a very premium environment to elevate our brand O+O experience,” said Bertrand Auclaire, General Manager Digital & Global Retail, L’Oréal Travel Retail Americas.

“This is a very first in travel retail industry globally, and we will continue exploring the potential of this collaboration with Uber to create more value for our travellers.”

Armani x Uber

Left: Bertrand Auclaire, General Manager Digital & Global Retail, L’Oréal Travel Retail Americas. Right: Dr. Mark Grether, VP, General Manager for Uber’s advertising division.

Adding Uber as a touchpoint provides L’Oréal Travel Retail Americas with a powerful platform to deliver a premium in-app native media experience to Uber riders, during a strategic step of the traveller’s journey: while they are on their way to the airport.

The Armani code activation ran for one month, targeting premium Uber riders heading to JFK and LAX, with the aim of funnelling consumers into stores, driving conversion, and acquiring consumer data.

The Uber advertising (ad) journey is built around three key moments: ordering an Uber to the airport; waiting for the ride to arrive; and during the ride.

The adverts feature a call-to-action encouraging users to click on the ad to add a coupon to their wallet and redeem it in-store at the airport. The coupon enables data acquisition and drive to store.

Armani x Uber

The Uber ad journey is built around three key moments: ordering an Uber to the airport; waiting for the ride to arrive; and during the ride.

After clicking on the ad, riders are led to a branded landing page where they could claim their coupon and explore the Armani Code fragrance.

“Connecting brands and riders is an integral part of how Uber advertising meets consumers at every point of the journey,” said Dr. Mark Grether, VP, General Manager for Uber’s advertising division.

“This recent campaign with L’Oréal Travel Retail Americas shows the power of our platform to connect with consumers in real life contextual moments.

“Using deterministic data to focus on those who are en route to the airport, we were able to engage with a targeted audience, at the perfect time in their journey, ultimately proving Uber’s unique ability to bring our top brand partners along for the consumer’s ride to take-off.”

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