Bringing the “Unleash Your Summer Self” campaign to life across nine major European airports required a strategy that went beyond traditional retail. The focal point of the campaign was the Sol de Janeiro Sol-cial animation in Heathrow. Our goal was to bridge the gap between pure passenger numbers and actual sell-out.
To achieve this, SHIFT developed a tailored analytics dashboard featuring over 70 performance indicators. This allowed Sol de Janeiro to monitor the activation’s impact across the entire traveler journey, tracking metrics such as in-store traffic, podium engagement and broader business results.
To achieve this, SHIFT developed a tailored analytics dashboard featuring over 70 performance indicators. This allowed Sol de Janeiro to monitor the activation’s impact across the entire traveler journey, tracking metrics such as in-store traffic, podium engagement and broader business results.
By introducing custom KPIs like Attraction Rate and Capture Rate, we proved the impact of the activation. Among the key insights, we measured an incredible 58% terminal attraction rate towards the podium.
But data was only half the equation. To amplify the physical activation, we deployed a hyper-local social media strategy. By leveraging multilingual and geo-targeted ads, we engaged travelers in their native languages exactly as they passed through the airport. This precision targeting delivered 38 million impressions, reached 6.5 million travelers and generated CPMs up to four times lower than national campaigns.
