M&M's makes a splash at Paris Aéroport
This summer, the Mars Group brand unveiled its "It’s More Fun Together" campaign at Paris-Charles de Gaulle (Paris-CDG) airport to a highly engaged audience.
A colorful and impactful campaign
In collaboration with the Extime JCDecaux Airport teams, M&M's communicated across several strategic locations within Paris-CDG from July 11 to August 31.
To celebrate the return of its iconic characters, M&M's secured several XXL displays, ensuring brand presence throughout the passenger journey:
- The Station Digital Pillars, four 20m² screens located at the interconnection between the TGV/RER station and CDG airport.
- A DOOH network in departure areas and in Extime Duty Free Paris shops to drive store traffic.
A campaign that appeals to young and old alike
M&M's energetic campaign fully exploits the creative potential of the displays, reinventing the codes of digital advertising. M&M's plays with the formats of the fixtures, such as the L-shaped pillars of the Station Digital Pillars in which the characters appear to be enclosed. This allows M&M's to affirm its position as a fun, intergenerational brand.
An unmatched playground for the confectioner
Offering complementarity between XXL digital and DOOH, Paris Airport is the ideal place for an impactful and effective campaign. M&M's choice is not coincidental. With a conversion objective, the brand benefits from a unique playground that captures passengers' attention from the beginning of their journey and encourages them to consume the brand's products directly in Duty Free shops. Thus, M&M's becomes the airport snack of choice and effectively promotes its new brand platform "It’s More Fun Together".
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