Title | FRIEND COMPASS |
Brand | MOMONDO GROUP |
Product/Service | TRAVEL COMPARISON WEBSITE / TRAVEL SEARCH ENGINE |
Category |
A09. USE OF SOCIAL IN A PROMOTIONAL CAMPAIGN |
Entrant Company
|
McCANN LONDON, UNITED KINGDOM
|
Advertising Agency
|
McCANN LONDON, UNITED KINGDOM
|
Production Company
|
ESKIMO8 Buckinghamshire, UNITED KINGDOM
|
Credits
Rob Doubal |
Mccann London |
Chief Creative Officer |
Laurence Thomson |
Mccann London |
Chief Creative Officer |
Thomas Ilum |
Mccann London |
Interactive Creative Director |
Zoe Sys Vogelius |
Mccann London |
Creative/Art Director |
Steph Hamill |
Mccann London |
Creative Producer |
Jo Howes |
Mccann London |
Creative Producer |
Dan Howarth |
Eskimo8 |
Creative Director |
Carlos Hampton |
Eskimo8 |
Technical Director |
Duncan Lowrie |
Eskimo8 |
Ios Developer |
The Brief
With 46% using mobiles/tablets to book a holiday abroad online in the past year, travel search engine Momondo.com wanted to promote their flight search app with an idea that would disrupt an established and traditional travel search market, and inspire people to book their flights with Momondo.
We now have friends all over the world. But what are friends if you never see them? So, we decided to encourage both existing Momondo users and new ones to see their friends, using their emotional, social ties as inspiration rather than highlighting the rational benefits of potential locations as traditional travel search.
Describe how the promotion developed from concept to implementation
Our solution was a campaign centred around the launch of Friend Compass in Momondo's app.
By uniquely combining your phone’s GPS location, the Facebook API & Momondo’s search engine, your smartphone transforms into a compass instantly revealing where your friends live and how much it costs to visit them. With filters by price, distance, even weather.
The campaign started with a push notification inviting existing app users to try the Friend Compass. Further mobile focussed activity - YouTube pre-roll, mobile in-app/mobile banners, Facebook banners – encouraged & enabled new users to download the app with a few clicks.
Describe the success of the promotion with both client and consumer including some quantifiable results
Friend Compass generated almost 15 million media impressions and global coverage in the first weeks of launch alone, and ranked as one of the App Store’s Best New Apps worldwide.
Launched in 21 markets it’s now a core part of the Momondo business model, producing continuing increases in flight searches. Now, instead of just a few traditional flight search enquiries, Friend Compass users search flights to visit all of their Facebook friends - on average a number of 250+.
Furthermore, the positive brand association fostered by tapping into social ties has cemented strong, emotional and continuing ties between Momondo and adventurous traveller users.
Explain why the method of promotion was most relevant to the product or service
In a world first, Friend Compass connects your Facebook friends with flight searches to the places they live. This unique search feature added value, reward and renewed engagement for existing app users as well as generating new ones, and encouraged travel.
It turned flight search social. Users quickly started to personally promote Momondo's app through social media as they shared flights and fun app highlights, driving even more trials and inspiring people to travel. In other words, we turned their friendships into our medium.