The Moodies – OOH Campaign In-Terminal
Best OOH Campaign In-Terminal
Winner
Duty Zero by CDF – Barley & Beats
Duty Zero by cdf, a joint venture between China Duty Free Group (CDFG) and Lagardère Travel Retail, has been operating Hong Kong International Airport’s (HKIA) liquor and tobacco duty free business since 2017. To celebrate its fifth anniversary, an interactive digital installation called ‘Barley & Beats’ was unveiled in the restricted area at the airport.
The event, which ran from December 2022 to early January 2023, marked the first airport activation since Hong Kong Airport re-opened following the COVID-19 pandemic. The concept combined music, fine wines and spirits to stimulate customers’ senses. It offered guests the opportunity to explore Duty Zero’s finest wines & liquor collection.
The ‘Barley & Beats’ setup featured a digital interactive drum set installation, alongside an exhibition of rare collectable liquors and fine wines. The campaign budget totalled HK$570,000 (US$72,973), including expenses related to design, manufacturing, installation and maintenance.
Duty Zero by cdf also published a ‘5th Anniversary Rare and Exquisite’ e-booklet featuring a collection of international fine spirits
The campaign targeted Hong Kong Airport travellers with an interest in wine and music. By incorporating pulsing beats and lighting effects, the objective was to immerse visitors in the pop-up outpost. The exhibition showcased ten ultra-rare premium spirits, including Yamazaki 55 – oldest single malt ever released by the House of Suntory in Japan.
By encouraging customer interaction with the barrel drum set, ‘Barley & Beats’ spurred the creation of a wealth of social media content which amplified campaign awareness. Key opinion leaders were enlisted to share relevant posts, boosting foot traffic and sales.
The electronic drum set was fashioned from repurposed wooden barrels to symbolise the significance of sound within the overarching brand experience. The installation was accompanied by a digital Q&A panel and mini site which offered customers bespoke wine recommendations and exclusive promotional coupons.
Travellers beat the electronic drums according to the music they chose and the ten display boxes lighted up in sync
As customers engaged with the drums, the nearby liquor display columns demonstrated rhythmic light pulsations, creating an Instagram-worthy spot for passengers. At the end of their performance, every customer was given a QR code which directed them to personalised quiz results, tailored product recommendations and exclusive shopping privileges.
‘Barley & Beats’ generated strong results: store traffic increased by +59% compared to November 2022, sales rose by +66%, social media followers grew by +70.2% and Duty Zero by cdf added over 4,000 new followers. The digital experience not only highlighted the significance of sound but also demonstrated the power of immersive, multi-sensory marketing in a post-pandemic context.
The electronic drums, inspired by wooden wine barrels, were used to interpret the sensory journey of Duty Zero by cdf’s Meta-Sensations
The Moodie Davitt eZine The Moodies 2023
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