The Moodies – Omnichannel Campaign/Strategy
Best Omnichannel Campaign or Strategy
Joint Winner
Lancôme Travel Retail – The Loong New Year Opulent Celebration in Hainan
Lancôme Travel Retail Asia Pacific, part of the L’Oréal Groupe, executed its month-long Loong New Year Opulent Celebration campaign in Hainan, welcoming the Year of the Dragon with a series of online and offline activations. The takeover ran from 8-28 February 2024 at The Cloudscape in Haikou and 1-29 February at the Sky Ring Bridge in Haitang Bay.
At The Cloudscape, Lancôme unveiled an eye-catching Lunar New Year installation which told the story of the brand’s hero Advanced Génifique Serum and Lancôme Loong dragon. Designed in collaboration with multimedia artist Jacky Tsai, the Lancôme Loong dragon blended Chinese and French cultural motifs and featured symbols of the Eiffel Tower.
In partnership with China Duty Free Group, Lancôme transformed the Sky Ring Bridge with striking augmented-reality imagery that wove together the Lancôme Advanced Génifique and Loong Dragon stories with Hainan’s natural environment.
Lancôme also collaborated with Didi, China’s leading mobile transportation platform, to precisely target consumers and integrate digital and physical experiences. This was further linked to a pre-order system by digital payment solutions specialist Alipay, allowing comprehensive conversion tracking and driving targeted engagement.
The partnership with Didi and Alipay resulted in 1.9 million impressions – 15% above the initial key performance index. It also achieved a cost-efficient cost per mille of RMB55.86. Additionally, the click-through rate exceeded expectations by +3%. The omnichannel campaign’s broader impact on Lancôme’s market positioning demonstrated strategic alignment with the evolving dynamics of Chinese travel retail.
What the judges said:
“Beautiful campaign, covering every step of the client’s journey in Hainan. The augmented reality, the bridge takeover, the use of the library – so many innovative features in this event.” “By strategically capturing attention across multiple touchpoints, it enhances brand visibility and delivers a cohesive experience, driving both engagement and conversion in a highly effective manner.”
Highly Commended
Fresh – ‘Fresh Sensorial Hideaway’ Holistic Yearly Digital & Social Campaign
Running from 1-31 March 2024, Fresh Travel Retail’s Sensorial Garden pop-up delivered a high-impact omnichannel campaign, celebrating the launch of Black Tea Advanced Age Renewal Eye Cream. Running in Macau and Hainan, the activation immersed travellers in a multi-sensory brand journey featuring augmented-reality experiences, influencer collaborations and interactive pop-ups. The campaign achieved 16.6 million social views, 3.5 million media reach in Macau and 7.8 million in Hainan, boosting in-store traffic and sales. During the campaign period, Fresh also secured its highest-ever skincare ranking at T Galleria by DFS, Macau, Shoppes at Four Seasons.
The partnership with Didi allowed precise targeting, recruiting in-trip travellers to visit online and offline Lancôme point of sales
Out of Home advertising amplified the campaign across Asia Pacific travel retail
The Moodie Davitt eZine
Issue 343 | 7 March 2025
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (MA Travel Retail). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com