Sep 202 min read

Deviceful’s Creative Wrap with IFS at Atlanta Airport leads to The Drum Awards Nomination!

We at Deviceful are incredibly proud to be nominated for this project alongside our partners at Evolve OOH and IFS. This recognition is a testament to the hard work, creativity, and dedication of our teams, who poured months of planning and passion into bringing this ambitious vision to life, from reimagining traditional OOH strategies to creating a fully immersive experience at one of the world’s busiest airports. This nomination validates the collaborative effort and creative spirit that drives everything we do at Deviceful, and we couldn’t be more honoured!

Shortlisted

Company: Deviceful + Evolve OOH

Category: Advertising: Transit (Cars, Trains, Buses)

Client: IFS

Year: 2024

In 2024, with global airport travel rebounding at pace, IFS conducted extensive research to strategize a nation-wide B2B OOH campaign across US airports. The campaign was to drive brand awareness and consideration across key business decision makers and was IFS’s first foray into the airport environment. As a first move into this market, the campaign needed to be big, bold and impactful. By-passing existing off-the-shelf airport media offerings, IFS’s strategy was to develop new media activations, raising the bar on creativity to deliver a highly visible, dominant presence. Atlanta is the world’s busiest airport serving over 104 million passengers each year. One of the pivotal activations across IFS’s campaign, was the ambitious plan to deliver an OOH first by fully wrapping Atlanta’s Plane Train, the world's most heavily travelled airport people mover. With as many as 80% of passengers connecting to onward flights, and all passengers needing to traverse the ‘spine’ of the airport to connect between terminals, the Plane Train is essential transportation for keeping the airport moving. Six-months in planning, and reaching 250,000 passengers each day, the result is a fully immersive brand experience with IFS messaging and brand colours present throughout the train and visible from all angles, even during peak hours when carriages are crowded. Delivering huge numbers of impressions, the campaign has been successful in increasing consideration, positioning IFS as a tech innovator, driving positive perceptions and exceptional brand recall. As the campaign is live until April 2025, we fully expect this success to continue.