The first Sunday of the New Year was the perfect occasion for a gifting surprise to engage with the right target group & have a lasting impression on them.

The brief was to connect Phoenix Marketcity, Pune with the right target profile in an innovative style. A campaign that relates to patrons on a personal level and at the same time connects the brand with the right emotion.

#TheGoodLifeMoment campaign was designed to convert the MILES into SMILES of the right target group coming to Pune. The objective was to build a strong brand recall and affinity towards Pune-ites by gratifying them with the Surprise Gift Box.

The idea was to expand the brand positioning of The Good Life and extend it to #TheGoodLifeMoment.

The idea was to surprise the fliers with a gift. Phoenix Marketcity, Pune collaborated with Spicejet and other big airlines and the Pune Airport Authority. We customised gifts for each passenger in these flights, based on our extensive research on them. The gift consisted of a number of products from the brand outlets available within the mall, thus allowing brand placement and creating intrigue, leading to repeated customers.

The second major aspect was the distribution. We wanted these gifts distributed to each passenger when they were already halfway out of the bustle of the airport, longing for home. At the baggage claim, when these patrons were waiting for their luggage to show up, they were surprised by a series of gifts with their name on it.

We followed the Frequency of Three model, leaving the audience with brand visibility on three occasions.

On both on-ground and online touchpoints, the idea was to reach out to the frequent visitors of malls, socialites and more importantly users of lifestyle products across brands hosted in Phoenix Marketcity, Pune.

Thus, the Pune International Airport became the first point of visibility.

In a nutshell, on New Year, the strategy was to get personally in touch with the patrons of Phoenix Marketcity, Pune to introduce the brand to the ones visiting or were new to the city, to boost the brand’s name and influence among the populace by giving them a taste of what the brand has to offer and to show how Phoenix Marketcity, Pune takes care of all your lifestyle needs like fashion, food, and entertainment.

We collaborated with Spicejet and other airways with the idea as a collaborative campaign between Pune Airport and Phoenix Marketcity, Pune. We tied up with 24 flights, with 10 being SpiceJet and the remaining 14, a mix of Jet Airways, Vistara, and Indigo.

Using the information of the passenger list and extensive research, we packed over 4300 customized gifts, tirelessly into the night.

In collaboration with the ever-friendly Pune Airport staff, we began our campaign on the morning of 6th Jan 2019. From our first set of patrons at the baggage claim, we spent the next 18 hours, turning those tired, worn-out faces into a surprised, childlike grin. Soon, we had a swarm of children to elderlies, all waiting wistfully for their very own New Year’s surprise gift from Phoenix Marketcity, Pune.

The campaign helped build the brand persona further and sustain the brand positioning of #TheGoodLife, thus reaching out to 15 million people online.

The campaign exponentially grew when the #TheGoodLifeMoement started trending on Twitter for around 3 hours garnering 5.5 million impressions.

Around 93.29% of the Indian demographic got the wind of the campaign, out of which 89% responsible were women, making the campaign a social media trend.

Over 50 influencers talked about #TheGoodLifeMoment on their pages including Instagram, Facebook, and other media. The campaign got published on 75+ websites as well.