L’Oréal Travel Retail identified the busy airport environment as a strategic location to engage with targeted customers and raise brand awareness and boost sales. The goal of the campaign was to target individuals in transit and leverage the mobile medium while waiting for their flight at terminals. More specifically, the campaign wished to target US-bound international tourists, along the entire user journey from Brazil to Miami. To urge consumers along the conversion funnel and reinforce brand recognition, S4M put in place a strategy to retarget users along their journey across the two continents. Initially, the campaign had a pure brand-awareness campaign, however S4M integrated an innovative store location leveraging the native GPS applications of smartphones and added a performance aspect into the mix – hence, a brandformance mobile campaign. A secondary objective of the campaign was set as urging users into duty free points of sales via the store locator.