Chief Creative Officer/Executive Creative Director
Ivan Pols
Ogilvy And Mather
Creative Director
Jon Morgan
Ogilvy And Mather
Copywriter
Mike Watson
Ogilvy And Mather
Art Director
Simon Lotze
Ogilvy And Mather
Copywriter
Miguel Nunes
Ogilvy And Mather
Art Director
Hannah Moore
Ogilvy And Mather
Digital Producer
Mattijs Devroedt
Ogilvy And Mather
Planner
James Whatley
Ogilvy And Mather
Lead Social Strategist
Sandra Sydow
PHD
Client Services Director
Rory Elms
Ogilvy And Mather
Agency Producer
Briony Gittins
Ogilvy And Mather
Account Manager
Jessica Wilkinson
Ogilvy And Mather
Account Manager
Harriet Edmonds
Ogilvy And Mather
Account Manager
Joseph Grigg
Ogilvy And Mather
Account Executive
Stephen Hillcoat
Ogilvy And Mather
Business Director
Mark Lainas
Ogilvy And Mather
Managing Partner
Results and Effectiveness
During our activation period, our video responses on Twitter were viewed for more than 5000 hours and Expedia’s Twitter followers increased by 40%. 99% of tweets mentioning the campaign were positive and we garnered 4 million impressions and 497 000 engagements in just 2 weeks. But best of all, downloads of Expedia’s mobile app increased by 25.4%
Creative Execution
Using social listening technology, we searched Twitter for the UK’s most boring tweets in realtime. Then we sent selected tweets to exotic locations around the world, where we had small production teams on standby. We quickly travelled the tweet interesting, filmed the result and tweeted the film, hosted on Youtube, back to the original offender, where it could be re-tweeted by them or their followers. Using Expedia’s own twitter account, we shared the films and content with Expedia’s followers and promoted the campaign via promoted tweets and trends on Twitter itself.
A #TYI hashtag let people follow the campaign and take part by tagging their own dull tweets. The most boring ones were travelled interesting all over the world via still images and quickly-produced videos which were also hosted on Youtube.
Insights, Strategy and the Idea
To promote Expedia’s new mobile app to seasoned, tech-savvy travellers aged 25-34 and to bring Expedia’s “Travel Yourself Interesting” tagline to life online, we decided to target these people where they use their mobiles every day – on social media. Retaining the tone of Expedia’s humorous advertising campaign, we created a social media campaign that demonstrated how travel makes even the most boring people interesting. And where do you find boring people? On Twitter.