The Moodies – Digital Agency
Digital Agency of the Year
Winner
AIR Concepts – AIR’s Bigger Footprint: Redefining Digital Innovation Across Borders
AIR Concepts expanded its operations across multiple markets, from Hainan to London, using digital innovation to adapt to shifting consumer behaviours in travel retail. The agency applied a ‘glocal’ strategy, tailoring technology to local markets while maintaining consistency across campaigns.
In Hainan, AIR developed a 4D immersive retail experience for Clé de Peau Beauté, supported by a WeChat mini programme that guided consumers to the activation. In Macau, it introduced naked-eye 3D technology for La Prairie, bringing a new approach to digital Out of Home advertising. In Tokyo and Seoul, AIR developed water surface detection augmented reality (AR), allowing Olaf from Hong Kong Disneyland’s Frozen franchise to interact realistically with waves.
The campaigns delivered positive results across the globe. Lancôme’s Chinese New Year activation saw an +11% year-on-year increase in AR engagement, while Penhaligon’s Festival of Flight campaign extended its reach across diverse markets.
By executing projects in beauty, luxury, entertainment and spirits, AIR Concepts has demonstrated its ability to scale digital engagement across industries. With its recent AI-powered beauty consultant launch for Lancôme at Singapore Changi Airport, the agency continues to innovate digital marketing in travel retail.
What the judges said:
“From 4D immersive rooms in Hainan to AI-driven experiences across Asia and Europe, the company sought to – and did – redefine digital engagement.”
AIR Concepts builds a bridge between digital and natural worlds, allowing brands to amplify launches and elevate airport retail experiences
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