Best Digital Agency

AIR Concepts was a deserving winner of this category for its work in partnership with Lancôme Travel Retail Asia Pacific, SkinCeuticals Travel Retail Asia Pacific, Givenchy Travel Retail Asia Pacific and Fresh Travel Retail across multiple projects. Three outstanding initiatives with Lancôme covered Lunar New Year 2020 (multiple locations), the Lancôme x Lotte Duty Free Smart Store launch in Seoul in September 2020 and a striking omnichannel campaign, ‘Let’s Reset for a Blooming New Year’ with China Duty Free Group (CDFG) in Hainan. The O2O campaign featured a series of dynamic retailtainment activations at Sanya EDITION Hotel in Sanya and Haikou Riyue Plaza Duty Free Shopping Mall in Haikou throughout January and February 2021. Each initiative delivered powerfully in sales terms and in digital audience reach and engagement.

Three further campaigns with SkinCeuticals also stood out between October 2020 and January 2021. These included two promotions at Sanya International Duty Free Complex, Haitang Bay, that involved AR elements, leading to double-digit sales growth in the periods. An online campaign (also involving gaming) to unveil the anti-aging power of CE Ferulic delivered more powerful sales results. The agency worked with LVMH-owned beauty and fragrance house Givenchy and CDFG to launch a beauty pop-up at Sanya International Duty Free Shopping Complex. One of the highlights was an interactive digital wall display, inviting customers to enter their names to see a personalised powder explosion. This digital wall display attracted thousands of customers to take photos of their names with the powder explosion effects. Finally, in a collaboration with Air Concepts, Fresh Travel Retail became the first brand to pioneer huge outdoor 3D digital video screens at the main entrance of Hainan Tourism Duty Free Shopping Complex. The screens featured an impactful 3D video, showcasing Kombucha Facial Essence, its star ingredients, and the sensorial brand story. The unmissable 3D display at the mall’s exterior also invited travellers to discover the new Fresh boutique.