Go to Your Happy Price is the first interactive and bookable social media sitcom. In the films and theme song Emmy-nominated actress, Kaley Cuoco stars as an office ringleader enticing her co-workers to take their dream vacations with Priceline. Each co-worker is shamelessly named after Priceline’s core customers. Up until now, only tangible products had the ability for people to shop within the social platform. We created a first-ever way to drive bookings with an interactive overlay that worked on Instagram, TikTok and Facebook. Each mini episode was loaded with millions of dollars worth of travel deals so viewers could simply tap on the props to book without leaving the entertainment content on social.

Post-pandemic, consumers craved travel more than ever but faced a rocky economy, record inflation and all-time-high travel rates. ‘Go to your Happy Price’ was created from a simple human truth: extensive research has shown the happiest people are those who travel regularly, but 83% of travel bookings are abandoned at checkout because of price and complexity. That’s billions of dollars and millions of opportunities for happiness left unrealized. We set out to solve both.

Firstly, we reminded people that Priceline has always delivered incredible travel deals, at a price that consumers can’t find anywhere else - it’s in the name. We solved for complexity with a first-of-its-kind social shopping technology that was added to each mini episode, letting people book travel packages on Priceline without leaving the social platform. So despite the cultural headwinds, people could still get to their happy place for a happy Price.

The campaign created a way for customers to overcome barriers to booking (price and complexity) and helped with:

● 300% INCREASE IN NEW CUSTOMER CONVERSION

● MILLIONS OF DOLLARS IN COMPLETED TRAVEL BOOKINGS

● 1.7 BILLION EARNED PR IMPRESSIONS

● 85% YOY INCREASE IN INTENT TO BOOK

● 300% INCREASE IN CLICK-THROUGH RATE

● 700% INCREASE IN VIDEO COMPLETION RATE

● 105% ABOVE CATEGORY ENGAGEMENT BENCHMARK

● MILLIONS OF PEOPLE GOT TO THEIR HAPPY PLACE WITH PRICELINE

Our tech-forward, social approach modernized Priceline perception in the travel space. The theme song reignited Priceline's legacy of breakthrough sonic-branding with an “earworm” that traveled across audio and social. The ‘Happy Price’ platform continues to influence the business well beyond advertising, inspiring ‘Happy Price’ product innovation, check-out and customer support experiences. A new universe of travelers are now seeking out ‘Happy Price’ mini episodes to discover and book amazing travel deals on Priceline.

Post-pandemic, consumers are willing to prioritize travel more than ever but facing a rocky economy, record inflation and all-time-high travel rates. We needed to inspire people to travel, and remove the barriers that were stopping people from actually booking and taking that trip. By demonstrating the value and making it easier than ever to book, ‘Go to Your Happy Price’ enabled people, despite the cultural headwinds, to get to their Happy Place for a Happy Price.