| Title | WHO WON BOOKING SUMMER |
| Brand | BOOKING.COM |
| Product/Service | BOOKING.COM |
| Category |
F03. Use of Co-Creation & User Generated Content |
|
Entrant Company
|
WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
|
|
Advertising Agency
|
WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
|
|
Media Agency
|
AKQA London, UNITED KINGDOM
|
Credits
| Mark Bernath/Eric Quennoy |
Wieden/Kennedy Amsterdam |
Executive Creative Directors |
| Genevieve Hoey/Sean Condon |
Wieden/Kennedy Amsterdam |
Creative Directors |
| Jeffrey Lam/Kia Heinnen/Sebastien Partika |
Wieden/Kennedy Amsterdam |
Art Directors |
| Jake Barnes |
Wieden/Kennedy Amsterdam |
Copywriters |
| Kelsie Van Deman |
Wieden/Kennedy Amsterdam |
Head Of Interactive Production |
| Matthew Ravenhall |
Wieden/Kennedy Amsterdam |
Interactive Producer |
| Emma Wiseman |
Wieden/Kennedy Amsterdam |
Strategic Planner |
| Josh Chang |
Wieden/Kennedy Amsterdam |
Communications Planner |
| Jordi Pont/Marcos Da Gama |
Wieden/Kennedy Amsterdam |
Group Account Directors |
| Aitziber Izurrategui |
Wieden/Kennedy Amsterdam |
Account Director |
| Caroline-Melody Meyer |
Wieden/Kennedy Amsterdam |
Account Manager |
| Joseph Burrin |
Wieden/Kennedy Amsterdam |
Head of Design |
| Thomas Payne |
Wieden/Kennedy Amsterdam |
Designer |
| Stacey Prudden |
Wieden/Kennedy Amsterdam |
Project Manager |
| Kacey Kelley |
Wieden/Kennedy Amsterdam |
Business Affairs |
| Cari van der Yacht |
x |
GIF Artist |
| Chris Timmons |
x |
GIF Artist |
| Justin Gammon |
x |
GIF Artist |
| James Kerr |
x |
GIF Artist |
| x |
AKQA LONDON |
Social Listen and Respond Team |
Creative Execution
Throughout summer Booking.com rallied travellers to ‘Wing Everything, Except Your Accommodation’. To celebrate those who did, we challenged them with the message ‘Who Won Booking Summer?’ at the end of the season.
Over seven days we partnered with digital artists to GIF the greatest summer shots submitted with #wingityeah. Winners were celebrated and GIF-mmortalized on Booking.com’s Wing It Hub, social channels and Giphy. Each day’s winners acted as a rallying cry to anyone with better shot to join the action the next day. And in one final burst of summer greatness the GIFs were combined into a celebratory film.
‘Who Won Booking Summer?’ acted as the grand finale of Booking.com’s integrated summer campaign, giving travellers the ultimate bragging rights asset. Overall the #wingityeah social response activation (over 7-days):
- drove over 2,500 photo entries
- saw 91 ‘summer winning’ photos turned into personalized GIFs and shared back with the owner via social media
- observed 25,000 fan engagements, recruited 40,000 new, reached 6.4m unique people on Facebook alone
- drove over half a million people to the summer campaign hub
- and the GIFs collectively received 16.4m views.
INSIGHT: During summer, 50% of accommodations bookings within the US and UK are generated on mobile and 60% are within three days of stay. Booking.com needed to capture this travel energy, arming those who need on-demand accommodation with Booking.com mobile applications.
TARGET GROUP: 25–39-year olds with on-demand booking behaviour, but who likely booked directly with hotels or used other online travel sites/apps.
OBJECTIVE: Champion the spontaneous travellers who travelled on-demand with Booking.com over summer. Drive brand loyalty and love by encouraging them to engage in a positive dialogue with Booking.com and willingly use the brand name in their social channels.
STRATEGY & IDEA: We looked at travel behaviour on social media- trending hashtags, imagery type and language. We observed that our travellers celebrate their summer travel achievements with a bit of a competitive wink. Our idea was to acknowledge this competitive behaviour and celebrate those that had ‘won summer’.