Eurobest
LASTMINUTE.COM, Chiasso / LASTMINUTE.COM / 2018
Overview
Entries
Credits
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.
We are an online company and digital is our main acquisition channel, so this was the driver behind our digital first campaign which had clear and distinctive elements, to make it stand out from all the travel content that is online, and with a scalable production model that could help us to address different messages to different users.
We created "whatever makes you pink campaign", encouraging people to do what they love, what makes them PINK. We delivered this message by creating a CGI flamingo and a set of flamingo emojis, that we called "flamojis."
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.
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: Enagagement-product integration-CTA
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
Outcome
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)
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