Winners & Shortlists

SOUNDS LIKE A PLAN

TitleSOUNDS LIKE A PLAN
BrandCENTER PARCS
Product/ServiceVACATION HOUSES
Category C02. MICROSITE
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
Name Company Position
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.