L’Oréal TRAM partners with Uber for innovative Armani Code activation

With this unprecedented strategic partnership with Uber, L’Oréal TRAM is able to touch travelers from the time they order their Uber to the Airport, then while waiting for the ride to arrive, and finally during the ride, nonintrusively offering product information and a store coupon, while as it gathers consumer data.

L’Oréal Travel Retail Americas partnered with Uber in March 2023 to launch the Armani Code O+O activation in JFK & LAX Airports.

This was a first collaboration of its kind in travel retail worldwide, and a first for L’Oréal Group in the U.S., and added a unique, innovative, and premium touch-point to the American traveler journey.

The campaign saw L’Oréal Travel Retail Americas offering Uber’s 130 million monthly users globally an integrated in-app media experience, during a strategic step of the traveler’s journey.

The Armani code activation, which ran for the month of March 2023, targeted premium Uber riders heading to New York JFK and Los Angeles LAX airports. The objectives of the campaign were drive to store, conversion, and consumer data acquisition.

Armani’s Uber ad journey was built around three key moments – first when ordering an Uber to the Airport, then while waiting for the ride to arrive, and finally during the ride. 

The ads are displayed natively with the Uber application which provide a premium, very smooth, nonintrusive and integrated experience to riders. 

A Call-to-action message encouraged the Uber riders to click on the ad to add a coupon to their wallet and redeem it in-store at the airport. This coupon enabled both data acquisition and drive to store.

After clicking on the ad, the riders were led to a branded landing page where they could claim their coupon and also explore information about the Armani Code fragrance. 

Bertrand Auclaire, General Manager Digital & Global Retail at L’Oréal Travel Retail Americas, comments:

      “With this new partnership with Uber, we are adding a very meaningful step to the traveler journey to engage with them right before they arrive at the airport, in a very premium environment to elevate our brand O+O experience.

 “This is a very first in Travel Retail industry globally, and we will continue exploring the potential of this collaboration with Uber to create more value for our travelers.”

Dr. Mark Grether, VP, General Manager for Uber’s advertising division, adds:

“Connecting brands and riders is an integral part of how Uber advertising meets consumers at every point of the journey,” said Dr. Mark Grether, VP, General Manager for Uber’s advertising division.

“This recent campaign with L’Oréal Travel Retail Americas shows the power of our platform to connect with consumers in real life contextual moments. Using deterministic data to focus on those who are en route to the airport, we were able to engage with a targeted audience, at the perfect time in their journey, ultimately proving Uber’s unique ability to bring our top brand partners along for the consumer’s ride to takeoff.”