The Moodies
Best Creativity and Innovation During COVID-19
Airport Winner
Groupe ADP – Airport Video Shopping
With its hugely creative ‘Airport Video Shopping’ campaign, Groupe ADP aimed to address the crisis, ensure that Paris airport shopping remained relevant in the eyes of consumers and reinforce support for commercial partners. It targeted travellers pre-trip via the Paris Airports mobile app and those travelling through the airport with a smartphone. The goal was to offer digital access to stores even amid widespread closures using the talent and skills of duty free staff, with services including one-to-one video chat and product reservation.
Some 15 fashion and beauty stores at Paris CDG 2E Hall K took part, with 50 retail staff and personal shoppers trained in the service. Groupe ADP and partners hosted 4,920 video shopping sessions with 80% of these related to shopping and 20% to sanitary protocols and formalities. A strong 25% of the qualified sessions converted to direct booking and duty free purchase collection at the airport. In a key metric, the airport shops received an increased ACI Airport Service Quality rating over the period in 2021, despite the crisis, with initiatives such as Airport Video Shopping playing a key role.
Personal touch: The campaign reinforced the importance of staff from the duty free joint venture between ADP and Lagardère Travel Retail
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