CASE STUDY
3M
Airport Transit Advertising
Executive Summary
3M’s creative agency, KC Truth, brought in our team to help 3M increase awareness about the importance of privacy during flights through an engaging airport installation. We were tasked with designing and fabricating this activation, resulting in over 2,500 monthly interactions and a 15% return rate among visitors, underscoring its effectiveness.
Business Challenge
3M needed a compelling and highly engaging activation that would capture travelers’ attention and effectively educate them on the importance of privacy during flights.
Goals & Objectives
- Clearly communicate initiative: Share the importance of in-flight privacy and feature their Privacy Filter product throughout the activation.
- Understand visitor interactions: Utilize technology to gather real-time data on what visitors were doing in the installation.
- Strengthen campaign messaging: Support 3M’s ongoing privacy campaign with a memorable and impactful activation.
Our Solution
NPARALLEL + Atomic Props brought 3M’s vision to life by creating a 10’ x 20’ interactive installation at the Minneapolis St. Paul (MSP) airport. The installation featured a striking backdrop and a custom raised floor, complemented by two “lazy Susan” product podiums, an aircraft fuselage photo station with 3D characters, and a monitor displaying educational videos. We integrated beacon technology to track the number of phones in the area, providing real-time engagement reports.
Results
• 2,500 Monthly Interactions: The installation successfully engaged a significant number of airport travelers.
• 5-Minute Average Dwell Time: Visitors were highly engaged, spending an average of 5 minutes at the installation.
• Strong Purchase Conversions: The activation drove meaningful conversions.
• Campaign Extension: The exceptional performance led to an extension of 3M’s privacy campaign.