The whole campaign was based around the idea of ‘get your dream holiday before someone else does’. Each element of the campaign represented one of the destinations on offer. And like the locations bid for by card members online, each element gradually disappeared or was taken away by someone else

The campaign was a huge success with the client and our target audience. During the nine days, goingonce.co.uk received over 300,000 hits, 80,000 openings and 12,000 click-throughs. Of the 207,000 card members mailed a whopping 8,352 responded, giving an overall response rate of 4%. 80,000 members also responded to the email. In total, 930,000 people engaged with the campaign including 1,200 visitors to Michelangelo’s David, 150,000 commuters through Paddington Station (entertained by the Mariachi Band) and 463,962 travellers amused by the tube stunts.