To inspire people to live more last minute we gamified the travel experience with the Cards of Spontaneity; a bespoke online card game designed to challenge would-be travellers to have more brag-worthy, spur-of-the-moment adventures.

Players pick one card from each colour category to cook up an epic trip, for example:

I wish I could… get body painted

at… a Hawaiian luau

with… my eternally single friend

Encouraging Aussies to think outside the holiday box labelled ‘bleeding obvious’.

The game lived on the lastminute.com.au Facebook page, scrolling through thousands of random combinations for people to screenshot and repost to win that spontaneous trip, tagging the person they’d take and why.

Alongside the Facebook game, we put the inspiration for spontaneous travel into the hands of Aussie media, printing limited edition decks of cards for influencers and consumers to buck the ‘boring travel trend’.

Top tier social influencers and journalists packed their bags and took a last minute trip inspired by the Cards of Spontaneity – including Australia’s biggest news sites News Corp and Daily Mail.

They took on all kinds of challenges, like dressing up as a superhero at a rooftop bar with their bae, to singing as loudly as you can at a zoo with a brother from another mother.

Aussie radio personalities ‘Fitzy and Wippa’ loved the game so much they played it with listeners and gave away actual card packs on the street with their Casanovas promo teams.

The results proved Aussie travellers were looking for an inspirational nudge, with:

• Over 9.5 million media impressions including two syndications across News Corp and Daily Mail,

as well as coverage on top rating TV show The Project

• More than 4.25 million in radio reach; 847,224 on social; and a 50% increase in the initial investment

• A large increase in brand awareness with a boost of 4 percentage points on lastminute.com.au’s ‘Spontaneous Awareness’ metric (Millward Brown). This is attributed entirely to the campaign being the lead activity over the period

• Competition entries exceeded by 100%, with each engaging with lastminute.com.au and tagging friends in a truly fun way (over 3,500 comments under our social posts), with some saying ‘it’s the best game we have ever played’

• And importantly, a big jump in web traffic to lastminute.com.au fuelling a more spontaneous end of year travel trend