Winners & Shortlists

TRAVEL YOUR TWEET INTERESTING

Bronze Eurobest

Case Film

Presentation Board

TitleTRAVEL YOUR TWEET INTERESTING
BrandEXPEDIA
Product/ServiceEXPEDIA
Category A07. USE OF SOCIAL IN A MEDIA CAMPAIGN
Entrant Company OGILVY & MATHER LONDON, UNITED KINGDOM
Advertising Agency OGILVY & MATHER LONDON, UNITED KINGDOM
Media Agency PHD London, UNITED KINGDOM
Credits
Name Company Position
Gerry Human Ogilvy And Mather 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.