A09. USE OR INTEGRATION OF DIGITAL OR SOCIAL MEDIA
Entrant Company
OGILVY & MATHER LONDON, UNITED KINGDOM
Contributing Company
OGILVY & MATHER LONDON, UNITED KINGDOM
Media Agency
PHD London, UNITED KINGDOM
Credits
Name
Company
Position
Gerry Human
Ogilvy And Mather
Chief Creative Officer/Executive Creative Director
Ivan Pols
Ogilvy And Mather
Creative Director
Jon Morgan
Ogilvy And Mather
Copywriter
Mike Watson
Ogilvy And Mather
Art Director
Simon Lotze
Ogilvy And Mather
Copywriter
Miguel Nunes
Ogilvy And Mather
Art Director
Hannah Moore
Ogilvy And Mather
Digital Producer
Mattijs Devroedt
Ogilvy And Mather
Planner
James Whatley
Ogilvy And Mather
Lead Social Strategist
Rory Elms
Ogilvy And Mather
Agency Producer
Sandra Sydow
PHD
Client Services Director
Briony Gittins
Ogilvy And Mather
Account Manager
Harriet Edmonds
Ogilvy And Mather
Account Manager
Jessica Wilkinson
Ogilvy And Mather
Account Manager
Joseph Grigg
Ogilvy And Mather
Account Executive
Stephen Hillcoat
Ogilvy And Mather
Business Director
Mark Lainas
Ogilvy And Mather
Managing Partner
The Campaign
The UK's regulatory body for branded content is OFCOM. OFCOM was set up as an EU initiative; however the UK has traditionally been stricter than other member states in the application of these rules.
Results
Challenge
We were briefed to create a social media campaign that promoted Expedia’s new mobile app and brought Expedia’s tagline “Travel Yourself Interesting” to life online.
Strategy
We chose Twitter for our campaign for two reasons. Firstly, it is the perfect platform to promote the Expedia mobile app as 80% of UK Twitter users access Twitter via a mobile device. And secondly, it let us reach a young, well-travelled and tech-savvy audience exasperated with boring people on their own Twitter feeds.
Execution
Using social listening technology, we searched for the UK’s most boring tweets in realtime and then sent the selected tweets to exotic locations around the world, where we had small production teams on standby. Within minutes, we travelled the tweet interesting, filmed the result and then tweeted the branded film back to the original offender where it could be retweeted by them or their followers. Using the Expedia Twitter account, we shared the films with our own followers and promoted them with promoted tweets and trends on Twitter itself. At the end of each film, viewers were encouraged to download Expedia’s mobile app.
We also created a #TYI hashtag, which let people follow the campaign and tag their own dull tweets. We then picked the most boring ones and then travelled them interesting all over the world, creating unique, branded films and content for each boring tweet.
We used Twitter to draw our audience to the content and then amplify it. First, we searched for dull tweets in realtime and then tweeted a response back to targeted tweeters with a large number of followers in the form of a branded film. Our films were amplified by the targeted tweeters re-tweeting them, their followers sharing the films, Expedia tweeting the campaign to its own followers and through the use of promoted tweets and promoted trends on Twitter.
During our activation period, our video responses were viewed for more than 5000 hours and Expedia’s Twitter followers increased by 40%. 99% of tweets mentioning the campaign were positive and we garnered 4 million impressions and 497 000 engagements in just 2 weeks. But best of all, downloads of Expedia’s mobile app increased by 25.4%