The brief
To highlight New Zealand’s growing spirits scene to travellers, Aelia Duty Free regularly offers ‘Mix and Match’ promotions on selected spirits online and in-store. Proximo Spirits wanted to capitalise on this, as well as Connected Retail’s data-optimised digital advertising platform and deep insights on airport audiences to fuel excitement for its 1800 Tequila, especially its 200ml bottle range.
It wanted an unmissable campaign that included an eye-catching in-store promotion. By leveraging Connected Retail’s full-funnel influence in-store, Proximo Spirits had looked to increase engagement and encourage shoppers to enjoy its tequila at slashed prices. The goal was to sell all allocated stock and drive shoppers to return for the 700ml bottle.
Client:
Proximo Spirits
Sector:
Retail
Solutions:
Retail Media, POS, Digital, Omnichannel
Region:
APAC
Share:
The approach
We delivered strong in-store presence across eight locations in Aelia Duty Free, utilising 32 counter display units/screens featuring a 10-second 1800 Tequila ad and striking shelf strips displaying the before and after pricing. The deep discount of 55% and placement of the 200ml bottle range placed at counters made it easy for shoppers to grab a bottle or two when paying for their other purchases.
High staff engagement also helped to boost sales, with store briefings setting clear goals for teams on the floor, who were crucial in upselling the offer in stores and driving shoppers to the 1800 Tequila brand.
The results
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256% sales uplift vs target for 200ml bottles
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6,140 total unit sales over 10 weeks (with second and third replenishments)
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3.4m+ play counts across 32 screens in 8 locations
