Spikes Asia

Souvenirs From Travel

LEO BURNETT TAIWAN, Taipei / CHINA AIRLINES / 2019

Film

Overview

Entries

Credits

Overview

Background

Every year, China Airlines is running a campaign just before the start of summer vacation to boost sales for the holiday season. The brief was to extend our 2017 started brand theme and remind people of the benefits of travel.

Idea

Everyone who travels brings back some local souvenirs, such as small key rings or T-shirts. These souvenirs usually represent a place you have been to.

But what kind of souvenirs represent the experiences, stories and adventures that happened in this place? That's when we started to list the "souvenirs" that could represent these truly valuable experiences.

It's an entirely new interpretation of travel souvenirs, showing how our intracultural experiences can have a more lasting impact.

Strategy

Our target audience are young people aged 25 to 35 that love to travel.

To them, travel meant something more than making friends jealous with gorgeous pics on Instagram, crossing off many places from a wish list, or buying little key chains and other clutter we bring from far-away places.

We found that travel meant the experience that leaves a mark on life, by changing the way we think, look, and feel, or even to change our whole life. On that note, this is what our younger generation is pursuing: a rich intercultural experience that can impact their lives.

Execution

Based on this insight, we created different scenarios of travel "souvenirs" and their significances left in our life. We tested the scenarios internally, with friends and our clients, then chose the ones resonating with young Taiwanese the most.

We launched this online film on YouTube & Facebook.

China Airlines had even invited 60 pregnant women to attend the premiere event, on the condition that they became pregnant "on their overseas holidays." The press release also referred to their fetuses as "souvenirs" they obtained while abroad, and held a contest to award one of the women with airfare (for three) back to the place of conception.

Outcome

Once the campaign was launched, our organic views soared quickly. The initiative has charmed viewers worldwide, with its centerpiece video notching nearly 10 million global views and more than 50,000 likes, 10,000 shares, and over 5000 comments in just two weeks.

People have raved about the ad on its video post and social media.

Many foreign media outside of Taiwan reported on our film, such as Adweek, New York Post, Fox News, Campaign Brief Asia, The New Daily, Forbes, Muse by CLIO, Best Ad,...... etc. The Ad Forum website listed our campaign in their Best Ads Of The Week as #2 among the Top 5.

The sales increased by 213% compared to the same time period in 2018.

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