Title	WHATEVER MAKES YOU PINK
Brand	LASTMINUTE.COM
Product/Service	TRAVEL
Category	C03. Use of Social Platforms
Entrant	LASTMINUTE.COM Chiasso, SWITZERLAND
Idea Creation	PUBLICIS LONDON, UNITED KINGDOM
Media Placement	LASTMINUTE.COM Chiasso, SWITZERLAND
PR	LASTMINUTE.COM Chiasso, SWITZERLAND
Production	LASTMINUTE.COM Chiasso, SWITZERLAND

Name	Company	Position
Yannic Pluymackers	lastminute.com	CMO lastminute.com
Elena Galli	lastminute.com	Head of Brand Marketing lastminute.com
Helen Saul	lastminute.com	Brand Manager lastminute.com
Alessia Dordoni	lastminute.com	Head of Content lastminute.com
Jacob Niedzwiecki	lastminute.com	Content Producer lastminute.com
Miguel Roca	lastminute.com	Content Producer lastminute.com
Alessandro Noseda	lastminute.com	Creative Director lastminute.com
Dave Monk	Publicis London	Executive Creative Director Publicis London
Paul Hogarth	Publicis London	Creative Director Publicis London
Sandra Bold, Victor Bustani, Ricardo Porto	Publicis London	Creative team Publicis London
Emma Turner	Publicis London	Business lead Publicis London
Dom Boyd	Publicis London	Startegy

Why is this work relevant for Direct?

One of the main goals of the whatever makes you pink campaign is to drive people to our website and increase bookings. With a scalable and programmatic approach, we were able to target different users with different messages in different platform. In order to maximise results, all our creative across all our channels had a strong focus on our products and a clear call to action

Background

The online travel industry is a highly competitive landscape, where it's hard to have a strong product differentiation and where industry leaders make big investments in order to maintain their market share. Our brief covered the objectives we wanted to achieve with this campaign: - Stand out from competitors, thanks to a recognisable campaign, with clear and distinctive elements, that can increase top of mind and spontaneous brand awareness - Gain and oversee a specific communication area, that clearly identify our brand - Moving to the experience and emotional side of travel: communicate lastminute.com as a more inspirational brand that lets everyone, anywhere make the most out of their life doing what they love, travelling and experiencing the world. - Increase traffic and bookings on our website, with a clear call to action

Describe the creative idea

On lastminute.com we can’t stop being what we are, authentic, bold, jazzy, switched-on, inspiring. And pink. Like flamingos, who - in fact - aren’t born pink but they turn pink doing what they love: eating shrimp. This insight resonates perfectly with our brand purpose of inviting people to 'get busy living' by doing more of what they love and making the most of their life through travel. This led us to our new brand slogan, 'Whatever makes you pink', applied to all of our creative, which has created a consistent message throughout the campaign.

Describe the strategy

We wanted to GET: DINKS (Double Income, no kids), and group of friends in the UK, IT and FR TO: consider booking holidays with lastminute.com BY: getting excited about the amazing experiences you can enjoy We turned the production model around - from TV brand led to social response led. We made it successful by combining emotional brand elements with hard working call-to-actions and used an algorithmic approach to reach the right people. We executed these objectives through two big creative elements - adaptable to our different target audiences, markets, formats, products and channels across Europe - both of which starred our iconic campaign mascot: - 'feathers', a CGI flamingo production - 'flamoji', a set of animated flamingo emojis We produced 1000s of variations of the original flamingo for social platforms to fit the many and diverse holiday destinations, packages and experiences we offer. Creative video structure: Engagement-product integration-CTA

Describe the execution

Starting from March 2018 our campaign was live with a PESO approach to content (Paid-Earned-Shared-Owned), leveraging our platforms and expanding to third party media. Our website and user journey have been customized with the campaign elements of flamingo and flamojis Social campaign: always on with different creatives and messages Giphy channel with our animated flamoji Tv: 2 tv spots in UK, France, Italy (April-May+June-August) OOH: Static Billboards and Digital mega screen (April), Full wrap buses (June) Retargeting, Affiliates, CRM: always on All creative had a strong and clear CTA Thanks to a scalable and flexible production model we are able to easily adapt our campaign to different messages and different media placement. How did we scale a complex CGI production? We created 20 different flamingo movements, we matched them with different destinations backgrounds and we added different products and call to actions, based on channels and targeted users

List the results

Since we launched this campaign our communication become much more effective, we saw an increasing CTR and a longer completion rate of our creatives. These are some of the most remarkable results that we got: Reach: + 500 million people reached across different platforms and countries Engagement: + 10 million volume of engagement on social Sales: + 25% increase since the launch of the campaign Visits: 58% decrease in the cost of visits to our website (YOY, similar campaign)