To expand the reach of its latest campaign- ‘The Youngest Magician’ to a wider audience and position itself as a lifestyle brand that enables ‘Magical Interior Experiences’ through airport branding, innovative furniture fittings brand- Hettich has partnered with Times Innovative Media to tap into airport advertising at Mumbai International Airport, Kolkata Airport, and Indore Airport.
Running throughout September and October 2024, the objective of ‘The Youngest Magician’ campaign was to reinforce Hettich’s status as an ‘innovative brand’ and reshape how furniture fittings are perceived, emphasising their role in enhancing both- aesthetic and emotional aspects of living spaces.
As part of the same, Times Innovative Media strategically selected airports for location-based targeting to connect with national and international travelers from the NCCS A+ & A segments, passing through high-traffic airports across India and chose Mumbai International Airport, Kolkata Airport, and Indore Airport to demonstrate the transformative power of Hettich’s fitting solutions and appliances, turning everyday moments into magical experiences.
These three airports, as per Times Innovative Media, play a crucial role in the campaign’s media strategy, ensuring maximum visibility to the brand’s desired audience.
“Mumbai Airport provides access to both global and national travelers, while Kolkata and Indore airports serve as key regional hubs, reaching affluent and aspirational travelers in their respective regions,” the company mentioned in its press note.
As part of its airport strategy, Hettich also extended its mainline campaign with sophisticated imagery and dynamic execution, featuring the innocence of an 8-year-old boy who feels like a magician while interacting with Hettich products.
The campaign was displayed through a mix of large-format static visuals and digital walls positioned in high-dwell-time areas, such as near escalators and baggage claim belts, ensuring extensive exposure across all three airports.
The response has been overwhelmingly positive, with many travelers acknowledging Hettich’s strong presence. The campaign has effectively captured attention, elevating the brand’s visibility and emotional resonance.
“The airport strategy elevates the marketing initiative by reaching a diverse, premium audience. The brand appears larger than life with marquee advertising formats placed in high-visibility areas. With its stylish imagery and dynamic execution, the campaign enhances the brand’s aspirational appeal and showcases our commitment to improving lifestyles,” said Jiteen Aggarwal, CMO, Hettich.
“Airport advertising is the pinnacle of outdoor media for reaching a global audience, given the nature of airport operations. We are delighted to provide our clients access to a highly desirable audience, with extraordinary infrastructure and service. The Hettich campaign is a prime example of how outdoor advertising can help brands establish a remarkable presence across India’s leading airports,” added Sumit Chadha, Business Head– Airport and City Media, Times OOH.
