This year, the ERS Congress took place in Barcelona. ERS stands for the European Respiratory Society. A large share of ERS congress attendees travel to Barcelona via the city’s international airport. Sanofi, one of the world’s leading pharmaceutical companies, joined the congress. 

To build awareness around its presence and generate excitement ahead of the event, Sanofi took over the digital screens at the baggage claim area in Terminal 1 of Barcelona Airport.

With the 10-second eye-catching, creative spot, Sanofi caught attention.

As travellers spend several minutes waiting for their luggage, the screens capture their attention in an environment where there is plenty of time to engage with the content. An added bonus: it’s not just people waiting for their luggage who see the ad. Passengers arriving at Terminal 1 without luggage are required to walk through the baggage claim area, too.

The campaign stood out in the busy airport environment, ensuring Sanofi’s presence was seen even before attendees arrived at the congress.