Winners & Shortlists

GENUINELY DEFINITELY LAST MINUTE TRIPS

TitleGENUINELY DEFINITELY LAST MINUTE TRIPS
BrandWORLD TOURS (VA¨RLDENS RESOR)
Product/ServiceLAST 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
Name Company Position
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'.