Client: Skyscanner
Project: Let’s take a trip together
Brief
Tasked with driving sessions, increasing brand & product awareness at a peak booking time of New Year. Targeting audiences in seven key markets, with six personas in paid social.
We had two key insights. People had just been together for Christmas with their favourite humans, and they want to keep those good times going on a trip in the future. The second was around inspiration and the joy of deciding on going a trip together.
Concept
Capture the different groups of travellers in daydream mode as they imagine their ideal trip, playfully trying on different experiences for size as they decide on something they all love. This was bought to life in a still shoot to capture the folks you’ll travel with trying on their ideal trip – your family, friends and partners. United under our campaign hero of “Let’s take a trip together”.
Remit
Art Direction
Concepting
Campaign Design
Storyboarding
Localisation Production
Photo Shoot
On the shoot we wanted to capture three different trip types (sun, ski and city) with a diverse cast. This allowed us to recut the content to tailor it to each of the seven markets and six audience groups.
Family Cast (EU/USA/AU)
Couple Cast (South Korea)
Extended Family Cast (USA/AU)
Friends Cast (EU/USA/AU)
Mature Couple Cast (USA/AU)
Couple Audience (EU/AU)
Product Placements
Driving traffic to our combined search page as well as vertical awareness.
Paid Youtube Ads
True View
Landing the brand awareness in the first three seconds. With a longer narrative in the skippable section, of the cast trying on different trips togethers.
Bumper Ad
Bumper ad format, six seconds of none skippable video. Used it to deliver sessions to our campaign landing site and brand awareness.
Paid Social Ads
Targeting audience profiles to drive traffic and brand awareness to our funnel landing page. We ran two messaging tests – Test A around trips style messagings and Test B focused on product verticals.
Trips Messaging Test A, Friends group
Vertical Messaging Test B, Korean Couple
Landing Experience
All paid and own placements drove sessions to a campaign branded landing page.
Results
Through our testing we discovered YouTube is the more effective channel for Brand Awareness across our markets and cheaper cost of reach.
Unique reach – 6.7 million
Impressions – 14.1 million
In terms of user acquisition, Facebook drives the most traffic to our homepage and into the funnel.