Direct > Direct Marketing: Digital & Social
McCANN LONDON, London / MOMONDO / 2015
Overview
Credits
Audience
Our unique insight was that our audience don’t think about travel just on flight search engines. Instead, their travel inspiration begins on non-travel websites, like social media and blogs. We realized that if we could somehow reach our audience on these non-travel websites, places where they felt inspiration or envy or hunger to travel, and then pull them through to the momondo site, we could change the way the whole flight search category works.
ClientBriefOrObjective
1) The idea (ClickTwo Travel) is a tool that allows our audience to directly respond to whatever online stimuli inspires them to travel, whether that’s a Facebook post, a news article, a recipe on a food blog, or anything else. A simple double-click on a place name is all it takes to find the cheapest flight to that destination.
2) It’s highly targeted because it’s highly personal. Each person’s travel stimulus is completely different, yet the tool allows them to act on it instantly.
3) Behavioral economics – this idea changes the relationship between the brand and the audience. For the first time, people can act on their specific emotional and social triggers and make a financial decision about travel almost instantly. ClickTwo Travel turns travel into an impulse purchase.
Execution
We created ClickTwo Travel – a free online tool that makes flight search more spontaneous, and turns travel into an impulse purchase.
ClickTwo Travel finds you the cheapest flight when you double-click a place name or trigger word anywhere on the web. A Facebook brag from a friend in Sydney, a YouTube video on surfing in Bali, a food blog about the pizza in Rome… wherever you find travel inspiration, just double-click the place name and go.
ClickTwo Travel turns the whole internet into one huge invitation to travel.
Outcome
Within days of its launch in April 2015, ClickTwo Travel featured on top travel and tech sites like FWA and Contagious, and so far has a click-though rate of 5%, 50 times higher than conventional online advertising. Furthermore, there was a behavioral change in our audience - where once travel was considered to be a big transaction, it now became in impulse purchase. But most importantly of all, it put the entire world just two clicks away.
Synopsis
Traditional flight searching can be time-consuming and frustrating. Which means that flight search engines are losing out on potential business. Momondo – a Danish flight search engine – wanted to address this problem.
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