Duesseldorf, October 5th, 2010 – In the race to win the business of retail marketing at Frankfurt Airport, OgilvyAction won through against the four competitors Saatchi & Saatchi X, Wunderman, WIRE Advertising and Damm & Bierbaum. The much-anticipated partnership of Fraport and OgilvyAction is for a period of three years with an option for an additional year. The eye-catching and far-reaching campaign targets (in particular) the specific characteristics of Frankfurt Airport: multilingualism, lack of time and travel stress. The winning concept particularly emphasises the shopping benefits - a multitude of premium brands available at very attractive prices as well as novelties, creations and special editions available exclusively at the airport.
"We decided to go with the marketing concept that, in our opinion, communicates the key shopping benefits for travellers at Frankfurt Airport best and will trigger strong, definite shopping impulses in our varied target group,” said Dr. Thomas Frank of Frankfurt Airport Services Worldwide.
The umbrella campaign will start on January 1st, 2011 and will encompass the various advertising spaces of Media Frankfurt. Underneath the umbrella campaign, promotional mechanisms will be realised together with the tenants of Frankfurt Airport - differentiated by terminal areas, target groups and time periods.
"As specialists for Brand Activation and Shopper Marketing, the Frankfurt Airport business sits perfectly with OgilvyAction. It really is a special kind of challenge for us to approach the realisation of a campaign in such an environment with its wide range of products and services catering to such a heterogeneous target group. We are looking forward to it immensely," said Dietmar Bauer, Managing Director OgilvyAction GmbH.
One main focus of the activities is the airside areas beyond passport and security checks, in particular, communicating to the streams of transfer passengers that pass through the airport.
"The travellers at Frankfurt Airport are coming from all over the world and shopping is certainly not the first thing on their mind. Therefore, our messages have been created to have a quick and simple activating effect - and, of course, we speak English," said Martin Seele, Executive Creative Director with OgilvyAction in Duesseldorf.
Using a lottery mechanism, the main intention is to motivate travellers to visit the duty free & travel value shops. The "Duty Free Gold Coins" promotion that was successfully executed two years ago in cooperation with Lufthansa will be continued after it was adapted into the new campaign.
About Ogilvy & Mather Germany
The German Ogilvy Group is an integrated communication agency. They work with more than 200 clients in more than 330 individual accounts and are the fifth largest agency group in Germany. Ogilvy is part of the WPP Group plc, one of the largest corporate groups for communication services worldwide.
OgilvyAction is the global brand activation network of The Ogilvy Group. With its 69 offices and 1700 people, OgilvyAction delivers a broad range of services including experiential marketing, shopper marketing, trade marketing and promotional services. Supporting each of these is a capability in field marketing, digital activation, retail design and analytics that builds brands by creating purchase behavior. The agency’s client portfolio features Fortune 500 Blue Chip brands and some of the most innovative local marketers around the world. OgilvyAction is part of the WPP Group, one of the world's largest communications services organizations (NASDAQ: WPPGY, www.wpp.com.) For more information, visit our website at www.ogilvyaction.com.
Dr. Thomas Frank
Senior Manager Retailing
Frankfurt Airport Services Worldwide
+49 (0)69 690 66548
Am Handelshafen 2–4
+49 (0)2 11 4 97 00-0