THE BOT THAT MADE SURE THIS DIDN'T HAPPEN AGAIN IN CANNES 2016
| Title | THE BOT THAT MADE SURE THIS DIDN'T HAPPEN AGAIN IN CANNES 2016 |
| Brand | TRAVELOR |
| Product/Service | HOTEL BOOKING BOT |
| Category |
C03. Messaging Campaign |
|
Entrant
|
BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL
|
|
Idea Creation
|
BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL
|
|
Media Placement
|
JC DECAUX Holon, ISRAEL
|
Credits
| Yossi Lubaton |
BBR Saatchi & Saatchi |
CEO |
| Jonathan Lang |
BBR Saatchi & Saatchi |
Chief Creative Officer |
| Roy Zoaretz |
BBR Saatchi & Saatchi |
Chief Technology Officer |
| Ronni Azulay |
BBR Saatchi & Saatchi |
Copywriter |
| Yuval Zuckerman |
BBR Saatchi & Saatchi |
Art Director |
| Ben Muskal |
BBR Saatchi & Saatchi |
VP Client Services |
| Shaked Partush |
BBR Saatchi & Saatchi |
Account Executive |
| Dorit Gvili |
BBR Saatchi & Saatchi |
VP Content & Production |
| Eva Hasson |
BBR Saatchi & Saatchi |
Creative Coordinator |
| Idan Kligerman |
BBR Saatchi & Saatchi |
Social & Digital Director |
| Yaron Keinan |
BBR Saatchi & Saatchi |
Studio Manager |
| Michael Shely |
BBR Saatchi & Saatchi |
Digital Studio Manager |
| Ronit Doanis |
BBR Saatchi & Saatchi |
Traffic |
| Dan Deutsch |
BBR Saatchi & Saatchi |
Video Editor |
The Campaign
To get the word out we needed an event attended by an international crowd of influential young people. We chose the Cannes Lions Advertising Festival – mostly because the year before, a couple had been caught having sex on the red carpet – an exploit documented extensively by the media and still fresh in everyone's collective memory.
Creative Execution
We began by purchasing a strategically placed billboard for the entire duration of the Cannes Lions Advertising Festival, right at the entrance to the Palais,
The poster invited all potentially horny creative to use our UNIQUE NEW BOT.
TO GET A ROOM.
FOR CHEAP.
FAST.
All they needed to do was enter the name @TravelorBot in the messenger window and say "Hi" to start the process. From there the bot guided them through the hotel room search and ordering process using a series of simple questions.
Traffic during Cannes rose by a mind blowing 694% (That’s a lot!).
NO additional couples were caught with their pants down.
Youngsters today travel a lot. Whether it's for business or pleasure, whether it's for long stays or just a spontaneous weekend city hop, or a spur of the moment thing - they are using hotel booking services more than ever before.
No wonder then that the online hotel booking scene has become so dense that simply advertising is no longer enough. You need a service and utility to stand out. You need to provide people with an entirely different user experience – one that is best tried out in context – when you absolutely must get a room this very minute.