Airport Kiosk Turned Travelers into Customers

Objective:

The objective of the Covermore Airport Kiosk project was to test the viability of selling travel insurance at the point of departure, specifically within the Christchurch, New Zealand airport. This pilot project aimed to determine if travelers would be receptive to purchasing insurance immediately before their trip.

Target Audience:

The target audience for the kiosk was travelers departing from Christchurch Airport, who may not have purchased travel insurance beforehand. The project sought to capitalize on the last-minute decision-making of travelers and provide them with a convenient option to secure coverage before their departure.

Brand Elements:

To attract attention and engage travelers, the kiosk employed a playful and absurdist theme centered around a kraken attacking luggage. This lighthearted approach aimed to highlight the unexpected nature of travel without resorting to fear-based tactics. 

Platform and Experience:

The Covermore kiosk offered travelers an immersive experience. Large wall and floor graphics featuring the kraken imagery extended to the kiosk itself. This created a visually engaging environment. The kiosk interface provided a gamified interaction where travelers could input their trip details and receive a personalized travel insurance quote. This user-friendly approach simplified the process of obtaining insurance, making it accessible and appealing to travelers.

Key Success Factors:

• Immersive and Engaging Design: The kraken-themed visuals and gamified kiosk interface created a memorable and interactive experience that captured the attention of travelers.
• Strategic Placement: Positioning the kiosk within the Christchurch airport provided a prime location to reach travelers at the point of departure, capitalizing on their immediate needs. 
• Convenience and Accessibility: The kiosk offered travelers a simple and straightforward way to obtain travel insurance quotes and purchase coverage on the spot, eliminating the need for prior research or arrangements.

Results:

The Covermore Airport Kiosk pilot project was deemed a success. It effectively engaged travelers, prompting them to either purchase insurance or learn more about its benefits. This positive reception indicated the potential for point-of-sale travel insurance as a viable business strategy. 

Key Takeaways:

The Covermore Airport Kiosk project demonstrated the effectiveness of creating an engaging and immersive experience to market travel insurance. By leveraging a playful theme, strategic placement, and a user-friendly platform, the project successfully reached its target audience and achieved its objectives. The success of this pilot program highlights the potential for innovative approaches in capturing last-minute travel insurance sales.