It happened!! We created TV history with the longest ever Mexican wave.Over 7 million people saw the ad.Enough people flicked between the 3 channels to create a Mexican wave that would fill Wembley stadium and the Stade de France.More and more people talked about it and site traffic jumped by 17%.Revenue rose by 35% in the days following the launch.Received industry recognition on TV creativity by Thinkbox and Campaign.

We set out to create the world’s longest Mexican wave of ‘thumbs up’ to pay homage to all the great stuff the brand does.

We wanted to showcase this Mexican wave on TV for visual impact, but that wasn’t enough. We needed to do something unexpected.So we set out to execute this Mexican wave across 3 commercial Terrestrial stations, running at a planned sequence. We aimed to start the wave on ITV, continuing on Channel 4, completing on FIVE, at 9.51, 9.52, and 9.53 respectively. The media would become the Mexican wave.This was a monumental feature of TV buying, a media first, getting 3 rival channels to not only work together but to run adds to the planned second.To ensure the wave had maximum impact and involvement we ran teaser ads in press, TV, digital, outdoor, email and shopping malls.

lastminute.com is packed full of leisure and travel experiences, from hotels to spas; from theatre to restaurants; from comedy to theme parks. However, this is not well understood, and the brand is not top of mind. Added to this is the fact that there is little loyalty in the sector, as consumers continue to chase the best deal.Our ambition was to become famous once again, for our breadth; to be the most talked about brand of 2009; and to build a loyal community of lastminute.com lovers. So we needed to bring fame to everything that we do.This meant we needed to create great events that are talked about; build huge anticipation around these events; and ensure participation in the events and importantly to link these activities to driving sales and customer retention.This thinking lead us to a media first in the U.K, and our making TV history.