For the launch of La Bomba, Carolina Herrera’s airport-exclusive fragrance, PUIG Travel wanted to engage a younger generation of travelers at a highly strategic moment: just before reaching the duty-free environment. Together with Starcom and DooH it, the brand transformed airport-bound rides into a targeted and measurable product discovery experience.
Connecting media, sampling and travel retail at the right moment
The campaign was activated across 630 DigiCab screens on rides exclusively heading to Paris-CDG, Madrid and Barcelona airports. A 20-second creative was delivered in a captive in-car environment, while DigiCab’s embedded AI contextualized exposure using geolocation, time and anonymous audience signals. The experience extended beyond the screen, with participating drivers handing fragrance samples directly to exposed passengers before their arrival at the airport.The campaign generated 697,755 OTS impressions and 528,602 audience-facing plays, exceeding the guaranteed delivery. Each exposed contact viewed the campaign an average of 2.74 times in full, representing approximately 55 seconds of active attention. Performance was 15.6% above the travel retail attention benchmark, with 18–25-year-olds emerging as the most attentive age group and women recording 13.5% more attention than men.Sampling added a tangible product experience to the media activation, with approximately 14,610 La Bomba samples distributed across the three airport markets. Among exposed audiences, 97% rated the sampling experience positively and 89% expressed an intention to visit a store, including 41% with definite intent. The campaign demonstrates how contextual media and physical product discovery can work together to influence consideration immediately before the duty-free purchase moment.
