Title	GENUINELY DEFINITELY LAST MINUTE TRIPS
Brand	WORLD TOURS (VA¨RLDENS RESOR)
Product/Service	LAST MINUTE TRAVEL
Category	A05. USE OF DIGITAL IN A DIRECT MARKETING CAMPAIGN
Entrant Company	JUNG von MATT Stockholm, SWEDEN
Advertising Agency	JUNG von MATT Stockholm, SWEDEN

Name	Company	Position
Daniel Wahlgren	Jung Von Matt	Art Director
Magnus Andersson	Jung Von Matt	Copywriter
Mikael Thörnell	Jung Von Matt	Account Director
Danel Kirch	Jung Von Matt	Programmer

The Brief

Travel agency World Tours (Världens Resor) wanted to sell 'last minute trips' to their existing customers for the first time. Since World Tours sell only very exclusive trips they wanted their last minute offers to be perceived as equally exclusive. To gain attention you could only buy your 'last minute trip' during literally one minute.

Creative Execution

Even though they are called 'last minute trips', traditional travel agencies sell the trips for far longer than a minute. Which makes them feel more like regular offers. World Tours (Världens Resor) sell only very exclusive trips and wanted their last minute offers to be perceived as equally exclusive – lasting literally only one minute. To succeed we had to use a channel where we could clearly demonstrate the time factor in a new, surprising and impactful way.

Describe the creative solution to the brief/objective.

A kick-ass last minute trip offer was sent in a newsletter/email to existing customers. To buy the trip you had to reply 'Buy' within 60 seconds. A counter inside the newsletter/email showed how many seconds you had left. If you didn't buy within a minute (i.e. the counter reached zero) a new text appeared, saying the last minute offer had expired.

Results

For an extremely low cost we reached 100% of the the existing customers – and made 93% of them open the newsletter/email, getting knowledge about World Tours' new offering of exclusive 'last minute trips'.