| Title | SOUNDS LIKE A PLAN |
| Brand | CENTER PARCS |
| Product/Service | VACATION HOUSES |
| Category |
A08. USE OF MUSIC/SOUND DESIGN |
|
Entrant Company
|
OGILVY & MATHER AMSTERDAM, THE NETHERLANDS
|
|
Advertising Agency
|
OGILVY & MATHER AMSTERDAM, THE NETHERLANDS
|
|
Media Agency
|
HAVAS MEDIA Puteaux, FRANCE
|
|
Production Company
|
DPPLR Amsterdam, THE NETHERLANDS
|
Credits
| Darre Van Dijk |
Ogilvy Amsterdam |
Chief Creative Officer |
| Juriaan Van Bokhoven |
Ogilvy Amsterdam |
Art Director |
| Jesse Ridder |
Ogilvy And Mather Amsterdam |
Copywriter |
| Jurriaan Van Bokhoven |
Ogilvy And Mather Amsterdam |
Art Director |
| Frouke Vlietstra |
Ogilvy And Mather Amsterdam |
Account Director |
| Cathalijn Van Hellenberg Hubar |
Ogilvy Amsterdam |
Account Executive |
| Mees Ubachs |
Ogilvy And Mather Amsterdam |
Video Producer |
| Mariel Barrios |
Ogilvy One Paris |
Business Director |
| Frederic Bouhet |
Ogilvy One Paris |
Digital Project Manager |
| Andre Tingberg |
Ogilvy One Paris |
Creative |
| Peter Metcalfe |
Ogilvy One Paris |
Creative |
| Antoine Leveque |
Center Parcs Europe |
Brand Communications Director |
| Dianne Sliphorst |
Center Parcs Europe |
Barnd Director |
| Manon Walhout |
Center Parcs Europe |
Brand Manager Europe |
| Maarten Groen |
DPPLR |
Director |
| Mick Dantzig |
DPPLR |
Dop |
| Klevr |
DPPLR |
Sound Design |
| Gaby De Haan |
DPPLR |
On Set Audio |
Creative Execution
Through a dedicated microsite, users found 40 different video scenes corresponding with specific vacation activities that Center Parcs offers. Each scene was enhanced with custom sound effects by the man of 10,000 sounds. With his superb beatboxing and sound impersonation skills – done with only the help of his microphone - he makes every possible Center Parcs vacation ‘Sound Like a Plan’. Users could mix different scenes into a customized video to discover how great their own vacation at Center Parcs could sound. By recommending this vacation to friends and family, users also had the chance to win it.
Awareness for Center Parcs’ product richness was greatly enhanced in 3 weeks, as 48 mln. sounds – corresponding with specific Center Parcs activities – were heard by approximately 4 mln people in the target markets. Over 25% of unique site visitors returned for more, establishing the need to discover even more of Center Parc’s product offering in this way. The campaign led to a booking sales increase of 4%. A great result for the highly competitive holiday market Center Parcs is competing in.
Visitors of Center Parcs’ holiday parks can plan their perfect vacation by combining a wide range of activities. Activities like watersports, wellness, biking, kitesurfing and much more. The goal was to create awareness for this product richness amongst families in The Netherlands, Belgium, Germany and France that are new to Center Parcs. With all these vacation options available, we figured that there’s a perfect vacation for anyone. And they all sound great. So we enlisted the help of Michael Winslow - the man of 10,000 sounds from the Police Academy films - to prove this in a fun and engaging way. This is how we made sure that whether you spoke Dutch, French or German; every Center Parcs vacation Sounds Like A Plan.