M1nd-set’s recent brand equity study examines the impact of William Grant & Sons’ Glenfiddich Perpetual Collection airport activations.
In late 2022, William Grant & Sons partnered with JCDecaux Airport to promote their new Perpetual Collection with pop up exhibits at Miami International Airport (MIA). Pop-ups at two other international airports were conducted in partnership with the airport media teams from Singapore Changi Airport (SIN) and Amsterdam Airport Schiphol. M1nd-set conducted a study alongside the activation to understand its effectiveness and impact on brand awareness and perception, interviewing 250 passengers at each airport. Out of the three airports, MIA saw the highest conversion rate at 43%.
Glenfiddich, MIA
Exposure
64% of MIA travelers noticed a whisky brand activity while passing through the airport, and 95% of those travelers noticed the Glenfiddich Perpetual activity and spent time there.
The top factors that played a role in attracting visitors to the exhibit were: the tasting area (60%), visible and eye-catching whiskey bottles (59%), vibrant animations on screens (55%) and attractive / eye catching colors (45%).
59% of MIA visitors said they engaged with the exhibit because the activity attracted their attention. 40% had heard of Glenfiddich and wanted to learn more.
Glenfiddich, MIA
Conversion
At the exhibit, 75% of visitors sampled a whiskey, and 98% said the tasting influenced their final purchase decision.
43% of travelers who visited the activity at MIA ended up purchasing the Glenfiddich Perpetual collection at the airport.
At the exhibit, 93% of visitors interacted with staff, with most having approached staff themselves, and 90% of travelers said that the interaction influenced their purchase.
- Most interactions were for:
- Providing a product tasting (60%)
- Getting info on a specific Perpetual product (47%)
- Helping choose the best Whisky product for them
At MIA, most travelers perceived the Glenfiddich collection as most suitable for sharing, whether at home with family or friends (77%), with their partner / spouse (46%) or to share on their trip (38%).
Glenfiddich, MIA
Results
94% of visitors said they liked the Perpetual Collection activity
96% of visitors said that the Perpetual Collection exhibit made them view the Glenfiddich brand more favorably
95% said the exhibit fit with the brand
89% said the exhibit was “very” or “extremely” memorable
24% of visitors were able to remember the exact slogan “Discover the Whiskey that never sits still.” A higher percentage were able to recall parts of the slogan or similar messages.