GENUINELY DEFINITELY LAST MINUTE TRIPS
Title | GENUINELY DEFINITELY LAST MINUTE TRIPS |
Brand | WORLD TOURS (VA¨RLDENS RESOR) |
Product/Service | LAST MINUTE TRAVEL |
Category |
A06. OTHER DIGITAL SOLUTIONS IN A DIRECT MARKETING CAMPAIGN |
Entrant Company
|
JUNG von MATT Stockholm, SWEDEN
|
Advertising Agency
|
JUNG von MATT Stockholm, SWEDEN
|
Credits
Daniel Wahlgren |
Jung Von Matt |
Art Director |
Magnus Andersson |
Jung Von Matt |
Copywriter |
Mikael Thörnell |
Jung Von Matt |
Account Director |
Dennis Phang |
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 to existing customers by SMS. To buy the trip you had to reply 'Buy' within 60 seconds. If you didn't buy within a minute you immediately got a new SMS saying the last minute offer had expired.
Results
For an extremely low cost we reached 100% of the of the existing customers – giving them knowledge about World Tours' new offering of exclusive 'last minute trips'.