Expedia are an online travel agency that can be used to book airline tickets, hostel reservations, car rentals, cruise ships, vacation packages, and more.
Challenge:
To not just get people to book through Expedia, but to get them to become members. When you become a member, you work your way up a tier system that unlocks more perks and rewards as you use Expedia more.
Insight:
Expedia trips keep on giving
Campaign Strategy:
Every year the average Brit only spends 8.7 days on holiday abroad (Statista). So, if people are spending so little time away, why not make it the best it can be? With Expedia, the more points you get, the better your experience. We wanted to play with layers and levels in order to show how the perks can keep on coming with Expedia.
TV Advert Concept
We played with collaging and stop motion animation when creating our TV advert. We wanted to create a fun, vibrant video that showed how holidays keep getting better with the Expedia membership.
For the special build, we wanted to bring the levelling up to life by playing with perspective, using a 3D billboard. When the viewer first walks towards the advert from the side, they will see a grey pebbly beach, however as they change their perspective, they will be able to see different elements improving the holiday one by one. First, they will see the sky getting bluer, the sand getting less pebbly, cocktails being given, a comfy hammock, a tree for shade, an ice cream, and finally the lines and logo. The Expedia logo places on the floor shows whether the perfect point to see the complete advert is.
There will be other variations with different holiday situations that will look fun and vibrant.
Special Build Billboard
Adshels:
The bright colours used on the adshel will bring some colour to the grey pavements, creating an exciting holiday feel. The adverts continue the theme of layers and collage.
Digital Activation
An example of a social media post using the photos taken.
London Underground Adverts
Other fun variations such as this can be placed around cities. Pictures can be taken and shared with all benches.
To advertise Expedia Rewards further, we will place print adverts next to escalators, so as the viewers go up, they can see how their experience will improve. In this case, as the escalator goes up, the stars in the sky get better and brighter, until they see the Northern lights.
Another variation will show the sky clearing as the viewer goes up, displaying a paraglider at the end to show the experiences one can have with Expedia Rewards.
Expedia will also transform walkways in underground stations. As you walk through the tunnel, the forest on the walls gets more exotic and vibrant, with animals featuring at the end. The writing on the floor will explain how you can level up with an Expedia membership.
Radio Advert
For the radio advert, we played with layering different voices to show levelling up with Expedia.
The digital activation starts off with park benches that have been modified. Half the bench will be normal; however the other half will be altered. In this case the second half of the bench will be a sunbed that the audience can lay down, making it look like they are on a beach.
