| Title | WING IT |
| Brand | BOOKING.COM |
| Product/Service | BOOKING.COM |
| Category |
C04. Travel, Leisure & Retail (incl. e-commerce & restaurants) |
|
Entrant Company
|
WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
|
|
Advertising Agency
|
WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
|
|
Media Agency
|
AKQA London, UNITED KINGDOM
|
|
Production Company
|
BRENNINKMEIJER & ISSACS Amsterdam, THE NETHERLANDS
|
Credits
| Mark Bernath/Eric Quennoy |
Wieden/Kennedy Amsterdam |
Executive Creative Director |
| Genevieve Hoey/Sean Condon |
Wieden/Kennedy Amsterdam |
Creative Directors |
| Jeffrey Lam/Jake Barnes/Kia Heinnen/Sebastien Partika |
Wieden/Kennedy Amsterdam |
Creatives |
| Joe Togneri/Eleni Karathanasi |
Wieden/Kennedy Amsterdam |
Broadcast production team |
| Quentin van den Bossche |
Wieden/Kennedy Amsterdam |
Director/DOP |
| Kelsie Van Deman/Matthew Ravenhall |
Wieden/Kennedy Amsterdam |
Interactive production team |
| Emma Wiseman |
Wieden/Kennedy Amsterdam |
Strategic Planner |
| Josh Chang |
Wieden/Kennedy Amsterdam |
Communications Planner |
| Jordi Pont/Marcos Da Gama/Aitziber Izurrategui/Caroline-Melody Meyer |
Wieden/Kennedy Amsterdam |
Account Team |
| Maud Klarenbeek/Stacey Prudden/Jackie Barbour |
Wieden/Kennedy Amsterdam |
Art Buying/Project Management team |
| Joseph Burrin |
Wieden/Kennedy Amsterdam |
Head of Design |
| Thomas Payne |
Wieden/Kennedy Amsterdam |
Designer |
| Dario Fusnecher |
Wieden/Kennedy Amsterdam |
Retoucher |
| Kacey Kelley |
Wieden/Kennedy Amsterdam |
Business Affairs |
| x |
Brenninkmeijer/Isaacs |
film production |
| Michael Silverman/Robert Silverman/Hip Hop Jazz Drum Solo |
TuneCore/Inc. |
Music |
|
MPC Amsterdam |
Post Production |
|
WAVE Amsterdam |
Audio Post |
| Cari van der Yacht/Chris Timmons/Justin Gammon/James Kerr |
x |
GIF Artists |
| x |
Akqa London |
Social Listen and Respond Team |
The Brief
OBJECTIVE: Protect Booking.com's leading category position in the UK and elevate their share in the US.
BRIEF: attract 25–39-year olds with on-demand booking behaviour over summer, who‘d likely historically booked directly with hotels or used other online travel sites/apps.
PROBLEM: Travellers have niggling concerns that spontaneous travel is a gamble and unexpected things could occur.
STRATEGY: We didn’t need to convince people to travel during summer. We needed to communicate why it was better to do it with Booking.com and how their tools ensure that accommodation need never be compromised - hence our ‘Wing Everything, Except Your Accommodation’ proposition.
Campaign Success
Booking.com’s summer campaign, ‘Wing Everything, Except Your Accommodation’, was presented in the latter half of the season when people were more likely to consider a last minute getaway. With the widest range of accommodation on planet earth, bookers need not fear spontaneous travel when they have Booking.com mobile products in hand, as they’ll always find their perfect stay.
Like the travel dynamic we promoted, the fully integrated campaign was rapidly changing and consolidating with multiple assets across multiple channels in the UK and US. Assets included: TVC, OOH, print media, radio, media and influencer partnerships, and ongoing social activity.
As the season of spontaneous travel came to an end, and as a capstone moment to the campaign, we celebrated those who answered the call to ‘Wing Everything, Except Your Accommodation’ in a social response activation that immortalized people's killer summer pictures into personalized playful GIFs.
Describe the success of the promotion with both client and consumer including some quantifiable results
Our goal was to protect Booking.com's market leading position in the UK, elevate their position in the US and drive site visitation and app downloads. Overall the full campaign:
- reached over 494 million people, driving 2.4 million to the summer campaign hub and over 7 million to Booking.com
- realized the highest levels of content engagement than any other Booking.com campaign
- resulted in thousands of app downloads* (exact number unavailable at time of entry).
The #wingityeah social activation that capped off the campaign also (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 and drove over half a million people to the summer campaign hub
- And the GIFs collectively received 16.4m views.
Explain why the method of promotion was most relevant to the product or service
During the summer months, 50% of all 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 in the market, arming those who need accommodation within two weeks of stay with Booking.com mobile applications and help foster a community of likeminded, spontaneous, travellers.
To capture the audiences’ attention during summer, when we know people are more likely to consider a last-minute getaway, we created a host of assets to inspire them to travel spontaneously with Booking.com, as well as educative assets that would demonstrate how exactly Booking.com tools would serve this behaviour.