American Express, the world’s largest card issuer by purchase volume, has become the first credit card company to announce a special activation programme to promote the launch of Jet Airways American Express Corporate Card. To mark the on-ground launch, American Express placed a 3D enabled ‘Holographic Box’ to attract attention of business and leisure travelers at T3 Delhi International airport.
A first-of-its-kind Hollographic Box installation was aimed at spreading awareness about the Jet Airways American Express Corporate Card for business travelers. The cubical structured installation displayed 3-dimensional holographic content which highlighted the key benefits of the Jet Airways American Express Corporate Card in minimal time. The 3D installation display ran an intricate arrangement of films and created an illusion of the content floating in the air.
The Hollographic Box was set at the country’s busiest airport which created an unparalleled impact on purchase decision of the consumers. The marketing campaign not only amplified the overall initiatives undertaken for educating the frequent corporate travelers but also offered visually engaging and rewarding experience. The activity was spreadout for a period of 30 days.
American Express undertook the airport activation programme through multiple media interventions addressing customer queries on the go. It also focused on directing the visitors to explore the AMEX booth through a mix of large media sites as well as disruptive technology installations. Apart from the 3D Holographic installation, Totems, Digital Mannequin and an American Express Booth were physically activated to initiate customer engagement with the brand.
Key highlights of various media interventions:-
- Holographic Box: a cubical structure that delighted the consumers by a 3D holographic content which featured key product benefits in the most enthralling way possible.
- TOTEMS: 17ft high, 4 Back-lit totems were located at the check-in counters of either Jet Airways or Air India with product branding & a very crisp messaging – encouraging them to visit the AMEX booth inside
- Digital Mannequin: Post the completion of the security-check, a disruptive and attractive Digital Mannequin attracted attention of the visitors talking about the product benefits & directing visitors to visit the AMEX Booth inside the waiting area. Along-side there was also a Standee and a promoter to address any specific queries of the audiences
- AMEX Booth: Once the person was inside the waiting area and was proceeding towards the boarding gates, the visitors were greeted by a large AMEX/Product branding along with a new & cutting-edge unique technology installation of a 3D Holographic set-up. The 3D structure was constantly playing a brief product proposition video which appeared suspended in the air encouraging people to know more about the product
Passengers waiting to catch their flight at the T3 terminal at the Indira Gandhi International Airport could take some time off from shopping at the duty-free shops and eating at the numerous restaurants to slip into experiencing the highly innovative technology installed by American Express.