The Moodies – Collaborative Campaign
Best Collaborative Campaign
Winner Brand
Collaboration between Biotherm, China Duty Free Group & Ctrip 520
L’Oreal Travel Retail Asia Pacific brought together online travel agency Ctrip and China Duty Free Group (CDFG) to unveil an extensive O2O (Online to Offline) and O2I (Outdoor to Indoor) campaign for skincare brand Biotherm. The campaign strategically leveraged China’s ‘Cyber Valentine’s Day’ on 20 May to maximise awareness and sales impact.
The collaboration, targeting Chinese travellers between ages 18 to 35, aimed to unlock new data insights and engagement opportunities. In terms of implementation, the initiative embraced a dual approach, blending O2O and O2I business strategies.
The O2O Ctrip media activation involved exposure and content marketing, which skillfully integrated the travel agency’s user database with the extensive duty free consumer base of CDFG.
The campaign did not stop at digital exposure; it offered travellers exclusive coupons, strategically designed to drive offline sales conversion. The synergy created an immersive ‘endless aisle’ experience, combining the vast reach of Ctrip with L’Oréal’s brand engagement power.
A powerful and evocative offline campaign was mirrored online by CDFG and partner Biotherm
The Out of Home (OOH) approach and pop-up showcased a physical extension of the campaign. A thematic 520 (homophonic to ‘I love you’ in Chinese) love season setup captured outdoor traffic at CDFG Haitang Bay’s primary entrance, redirecting visitors to an indoor Biotherm activation.
The animation space incorporated distinctive retailtainment features including a modern take on the classic ‘punching machine’. The interactive installation advocated a wellness-driven lifestyle and rewarded travellers with complimentary samples based on their performance.
The Magic Mirror, an engaging ageing simulation, revealed to participants the invisible signs of ageing beneath their skin, highlighting the effectiveness of Force Supreme Blue Serum in addressing these concerns.
The promotion delivered strong sales impact and social media reach
The collaboration achieved RMB4.9 million (US$686,000) sell-out through the effective use of coupons, while overall Return on Ad Spend (ROAS) of 2.4 demonstrated its cost-effectiveness. The initiative witnessed a +10% incremental market share compared to Biotherm’s previous campaign at the same location.
The campaign generated 14.3 million media impressions, underlining its widespread reach, and the engagement of 14,000 prospect data significantly expanded the brand’s potential customer base. This innovative collaboration not only met its objectives but also left a lasting impact on both awareness and sales, solidifying L’Oréal’s foothold in Chinese travel retail.
Highly Commended
Coty International – Boss Bottled Pacific Cross-Category
Gebr. Heinemann, Coty, Movado, Safilo and Hugo Boss collaborated on a cross-category animation at Frankfurt Airport, spotlighting Boss Bottled Pacific eau de toilette.
The pop-up ran from May to June and offered various summer-themed activities including a virtual-reality surfing simulation and a photobooth complete with a surfboard and an ocean backdrop. The activation offered travellers a chance to win a limited-edition surfboard branded with the Boss Bottled Pacific colours.
According to Coty, over 400 pieces from the fragrance, fashion items, sunglasses and watches categories were sold in a month following this campaign. It also generated interest on social media through a collaboration with influencers Ben Dahlhaus and Vivi König.
The Moodie Davitt eZine The Moodies 2023
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