Title	GENUINELY DEFINITELY LAST MINUTE TRIPS
Brand	WORLD TOURS (VA¨RLDENS RESOR)
Product/Service	LAST MINUTE TRAVEL
Category	A04. MESSAGING FOR MOBILE
Entrant Company	JUNG von MATT Stockholm, SWEDEN
Advertising Agency	JUNG von MATT Stockholm, SWEDEN

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

Creative Execution

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.

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'.

Ordinary travel agencies sell “last minute trips” for weeks, making them feel like regular offers. World Tours (Världens Resor) sell only very exclusive trips. When they started selling “last minute trips” for the first time they wanted their last minute offers to be perceived as equally exclusive. Solution: Sell “last minute trips” for 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.