Campaign at Frankfurt Airport: The Netflix series “Griselda,” centred around a South American drug lord, accompanied passengers throughout their entire journey with outstanding campaign elements.
Frankfurt, 14 February 2024. Since 25 January, the series “Griselda” has been running on Netflix. Inspired by true events, the story of the Colombian drug dealer Griselda Blanco, who smuggled large quantities of narcotics into the USA, has also attracted a lot of attention at Frankfurt Airport in recent weeks. Through illuminated advertising displays, mobile promotion teams, transparent suitcases filled with banknotes on the baggage carousel, and simulated smuggled goods, the large-scale campaign captivated both arriving and departing passengers from 15 January to 14 February 2024.
At the entrance to Terminal 1, departing passengers were greeted by eight Digital City Light Posters – vertical digital advertising spaces – which immediately drew their attention to the campaign. Further along, in front of the central security checkpoint in Pier A, an illuminated promotion area in LED retro style awaited passengers. Smuggled goods, which Griselda is said to have carried with her, were displayed inside two glass boxes. Among the featured items were gold bars, jewellery, passport covers, and a bra capable of concealing contraband. Additional appealing advertising displays awaited passengers along their journey. A particular highlight of the innovative Netflix campaign were mobile promotion teams with ladies distributing giveaways to passengers. They were dressed in retro-style flight attendant outfits inspired by the era of the series.
Also arriving passengers were taken on the “Griselda” journey. The baggage claim area held inventive surprises: Transparent suitcases full of money made their rounds on the baggage carousel, which was completely wrapped in the Griselda look. Additionally, the campaign was shown on screens above the baggage carousels, and the pillars of Baggage Hall A were covered with advertising content related to the series. Wall Panels – eye-catching wall posters – completed the journey.
For the streaming service provider, this was the second collaboration with Media Frankfurt. The advertising measures booked for “Griselda” were truly unique. “Netflix fully utilized the diverse opportunities at Frankfurt Airport and never fails to surprise with creative campaigns,” said Peer Schmitz-Kuo, Director Sales Media Frankfurt.
About Media Frankfurt
Media Frankfurt GmbH is the exclusive marketer of the advertising space at Frankfurt Airport. Founded in 1971, the Fraport subsidiary has developed into Germany's market leader and advertising platform number 1 in the aviation sector. Through the participation of JCDecaux – marketer of over 200 airports worldwide – Media Frankfurt is the innovation hub for Digital Out of Home. More than 1,500 advertising media inside and outside the terminals reach several million predominantly international passengers annually at one of the three largest hubs in Europe. Whether analog, digital, POS and promotion or mobile – the Media Frankfurt’s omnichannel portfolio enables effective brand staging and cross-media, highly networked campaign management along the customer journey.
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