L’Oréal Travel Retail Americas initiates an unprecedented strategic partnership with Uber for a new successful traveller engagement touchpoint.
L’Oréal TRAM partnered with Uber in March 2023 to launch the Armani Code O+O activation in JFK & LAX Airports. This is a first collaboration ever in travel retail worldwide and across all categories; and a first for L’Oréal Group in the US. This collaboration marks a significant milestone for L’Oréal Travel Retail Americas adding a unique, innovative, and premium touchpoint to the American traveller journey. With over 50 million quarterly active users in the US alone, Uber has become the N1 mode of transportation for Americans to go to the airports.
Adding Uber as a touchpoint allows L’Oréal Travel Retail Americas to build a powerful 2P partnership, connecting with Uber’s highly qualified audiences to deliver a very premium and safe in-app native media experience during a strategic step of the traveller’s journey: on their way to the airport, a perfect and less cultured moment of dwell time.
The Armani code activation was launched early March 2023 and ran for a month, targeting premium Uber riders heading to New York JFK & Los Angeles LAX airports with the objectives of drive to store, conversion, and consumer data acquisition Uber ad journey is built around 3 key moments – first when ordering an Uber to the Airport, then while waiting for the ride to arrive, and finally during the ride.
The ads are displayed natively with the Uber application which provide a premium, very smooth, non intrusive and integrated experience to riders.
Throughout the ads, users would notice a Call-to-Action message encouraging them to click on the ad to add a coupon to their wallet and redeem it in-store at the airport. This coupon enables data acquisition and drive to store.
After clicking on the ad, the riders are led to a branded landing page where they could not only claim their coupon but also explore the Code fragrance.
“With this new partnership with Uber, we are adding a very meaningful step to the traveller journey to engage with them right before they arrive at the airport, in a very premium environment to elevate our brand O+O experience.” “This is a very first in Travel Retail industry globally, and we will continue exploring the potential of this collaboration with Uber to create more value for our travellers.” Bertrand AUCLAIRE, General Manager Digital & Global Retail, L’Oréal Travel Retail Americas
“Connecting brands and riders is an integral part of how Uber advertising meets consumers at every point of the journey,” said Dr. Mark Grether, VP, General Manager for Uber’s advertising division. “This recent campaign with L’Oréal Travel Retail Americas shows the power of our platform to connect with consumers in real life contextual moments. Using deterministic data to focus on those who are en route to the airport, we were able to engage with a targeted audience, at the perfect time in their journey, ultimately proving Uber’s unique ability to bring our top brand partners along for the consumer’s ride to takeoff.”
