“The Encounter of Light and Water Exhibition”, in celebration of the launch of La Prairie’s new White Caviar Illuminating Essence, has debuted at Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan, running from April to the end of May 2022.
The activation offers a digitally-engaging retailtainment experience to travellers, following their entire journey from pre-trip to Hainan and further. La Prairie commissioned global creative agency CircleSquare to conceptualize and implement the complete O+O experience throughout the customer journey, from pre-trip – a microsite associated to online advertisements targeting the brand’s potential and existing customers, in-trip – a web-based application aimed to incentivise and guide visitors through the physical activation, to post-trip – communication to follow up on their purchase.
As a part of La Prairie’s environmentally conscious initiative, the brand also partnered with Climeworks, a Swiss environmental organization, for a carbon offset program.
As a first in travel retail, La Prairie offers clients the opportunity to receive a digital collectible (NFT) as gift with purchase, derived from a limited series of unique dynamic artworks inspired by Wen-Chi Su.
This innovation marks a new era for La Prairie’s digital outreach to its audience. This project is the embodiment of how the brand innovates with new technologies to build deeper connections with their clients in travel retail and beyond.
“We are thrilled to lead the way with La Prairie, and to launch its first NFT activation. Whilst very much linked to the brand identity and the launch of the White Caviar Illuminating Essence, the digital collectibles dropped in Hainan are only the first step in a long term engagement roadmap for La Prairie’s customers,” said Stephane Zermatten, Partner at CircleSquare. “NFTs indeed have the potential to revolutionize how brands manage customer engagement across the entire customer journey, especially for travel retail, helping bridge the gap with post-trip, local market loyalty,” Zermatten added.