What If Waiting Time Becomes the Moment a Brand Truly Connects With Its Audience?
For HP, Sarawak translated the back to school moment into an interactive Kids Corner at Brussels Airport. Children could let off steam, while families got to know HP in a natural way.
Why Brand Activation at Brussels Airport?
An airport is more than a place where people depart. It is an environment where passengers spend time, explore and are open to new experiences.
For brands, that means a unique opportunity not only to be visible, but to let people actively get to know their brand.
Brussels Airport wants to surprise passengers with relevant, high-quality brand experiences that enhance the passenger experience and create commercial value for brands. Sarawak helps translate those opportunities into concrete activations.
Brussels Airport on working with Sarawak
“For us, Sarawak’s added value lies in the combination of commercial prospecting, brand development and operational expertise.”
Brussels Airport sees Sarawak as a partner that goes beyond the classic execution of activations. We detect opportunities and bring brands and Brussels Airport together.
The challenge
How do you turn waiting time into a moment of brand contact?
For HP, summer offered a clear opportunity around the back to school moment. Families leaving on holiday are a relevant audience for HP, while the start of the new school year is already on the horizon. The challenge was not simply to make HP visible, but to involve families with the brand in a natural way.
The activation had to attract attention, create interaction and naturally highlight the benefits of HP printers and ink.
The approach
Together with HP, we translated this opportunity into the idea of an interactive Kids Corner, where children could experience the brand and families came into contact with it in a natural way.
Sarawak delivered this activation at Brussels Airport.
During their waiting time, children could take part in a creative activity, while parents came into contact with HP in an easy, low-threshold way.
This made the product message part of an experience, rather than a classic product presentation. An airport activation takes more than a strong concept.
Passenger flows, safety, logistics and various stakeholders have to come together in one smooth execution.
From commercial opportunity and concept to coordination and on-site execution: Sarawak guided the entire process.
Creative where it can be. Operationally strong where it has to be.
The result
More than 5,000 children experienced the HP Kids Corner. 6,500 creative prints were made. 3,400 coloured pencils were used.
But the numbers don’t tell the whole story.
The HP Kids Corner gave travelling families a moment during their waiting time to stop, create and have fun together.
For HP, that meant relevant brand contact with families during an important back to school moment. For Brussels Airport, the activation meant an additional high-quality contact moment with travelling families.
Strong brand contact doesn’t have to feel forced.
By bringing together the right audience, the right moment and a relevant activity, HP became part of the travel experience.
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