Perfume Quiz
- Brand
- Coty
- Objective
- Sales
- Industry
- Fashion & Beauty
- Mechanic
- Quiz & Trivia
- Platform
- Installation
- Agency
- Drimify
Objective
Coty wanted to turn casual browsing at World Duty Free into sales for its key fragrance brands — Hugo Boss, Tiffany & Co., Gucci and others — inside busy travel-retail hubs like London Heathrow. The goal was to pull travelers into the shop, get them actually looking at specific bottles rather than walking past them, and give them a reason to buy on the spot before their flight.
Solution
Travelers could jump into the game from an airport Wi-Fi login screen, a touchscreen kiosk inside the World Duty Free store, or an iPad handed to them by a store assistant — scanning a QR code or entering their email to continue on their own phone. Once in, the player is asked three quick questions about the fragrances on display, but the answers aren't something you can guess from the phone screen: you have to find them by looking at the actual bottles and shelf displays, like the shape of a new Hugo Boss flacon. Answer all three correctly and you unlock a discount code worth up to 30% off, redeemable immediately at the till or on a duty-free pre-order made through social media.
Results
The campaign drove a 92% increase in average basket size for Coty brands compared to normal spend, a 68% engagement rate on the in-store touchscreens, and over 1,000 discount codes claimed during the festive period at Heathrow, with traffic peaking in the run-up to Christmas.
- 1
Players first encounter the game as an ad on the airport's free Wi-Fi login page, inviting them to play a quiz for a discount.
- 2
A second entry point sits inside the World Duty Free store itself: touchscreen kiosks at the perfume displays let a shopper start the quiz by scanning a QR code to continue on their own phone, or by entering their email directly at the kiosk. A third entry comes from store staff, who approach shoppers with an iPad and hand it over to play.
- 3
The quiz opens on a start screen branded with Coty and its perfume houses (Hugo Boss, Tiffany & Co., Gucci), promising three questions about the fragrances and a checkout discount for playing.
- 4
The core loop is a three-question quiz about specific new fragrances on display, but the interface gives no answer choices sourced from the app itself: for each question the player has to leave the screen, walk the shop floor, and find the physical bottle or detail on the shelf before selecting an answer. This repeats for all three questions, each on a different Coty brand, turning the quiz into a guided route through the store.
- 5
After the third question the quiz ends and shows a results screen with a personal discount code worth up to 30% off Coty perfume and cosmetics.
- 6
The player takes the product to the World Duty Free checkout and redeems the code for an immediate discount before their flight; the same code also worked for online duty-free pre-orders made through social media.
