Scotland-based gin brand Hendrick's Gin surprised many travellers recently when it introduced a peculiar pop-up store at The Zon Duty Free.
The elaborate Victorian-era-themed pop-up store invited shoppers to a free grooming session.
"There was a need to break out from conventional advertising platforms and the aim was to truly engage consumers via retail theatre, in the airport environment. Unlike traditional campaigns that entail a massive budget spend on media buys, The Zon Duty Free's initiative for allotment of event space to high-profile brand activations made this campaign a successful possibility," says Chuah Teck Tiong, manager, area, DFZ Group.
"We aim to spice up the travel retail channel with offers and experiences that are unique to travellers. This is in line with the Malaysian airport authorities goal to position airports as a lifestyle destination by itself and help draw footfall," said Chuah.
Chuah adds that Hendrick's Gin has been making a major push in the Southeast Asia market this year.
Hendrick's Gin pop-up store is a part of a two-month marketing campaign for The Zon Duty Free, which will take place from the 1st of July to the 31st of August 2013. The idea was conceptualised by Circle Square.