Skyscanner The Ultimate Travel Hack 2
This was our second global campaign where we went from £2M investment to over £12M across Canada and Australia. In Phase 2 we created a more well rounded 360 integrated campaign with TV, OOH, Digital, Paid Social, Lifecycle mixed with mid-lower funnel paid performance.
Bigger. Richer. Character worlds.
After great success with the first test/control campaign and some significant learnings and optimisations we went again. This time we went bigger introducing 4 new characters including a Travel Magician, Travel Agent, Deal Collectors and a Travel Hacker to the rich and famous. Each character had 2x :30, 2x:15, 4x :06, OOH, social, digital and fun easter eggs. This work built on KPI’s we had set out with above benchmark performance across the board.
The Travel Magician
He was never very good at traditional magic but found his niche as the world’s first Travel Magician. We created a full 360 world that included a microsite where people could become travel magicians with personal lessons from the man, the myth and the legend Gareth the Great.
Enchanting Easter Eggs
Inside the integrated 360 campaign we hid easter eggs across the campaign including the creation of a website that allowed everyone to learn the ways of travel magic themselves and even have Gareth help them find a deal of a lifetime using our Explore Everywhere tool.
The Travel Agent
Meet the old-school travel agent with a new-school secret. Dusty and outdated, he’s suddenly pulling off deals and hidden gems his loyal clients can’t believe. His trick? He’s discovered Skyscanner and it turned Big Tom’s Small Travel Emporium into the Ultimate Travel Hack overnight.
Big Tom’s Small Travel Emporium
Big Tom doesn’t just play a travel agent, he is one in real life and he’s here to help you find your inner travel zen while he helps you save time and money on your next trip. We also built an easter egg into the campaign with a phone number people could call with meditative help.
The Deal Collectors
Samurai swords, Mexican death whistles and Jamón ibérico from Barthalona all have one thing in common. Unbelievable deals on flights, hotels and car rentals from Skyscanner that make this globe trotting power couple the ultimate Hoarders without Borders.
The Private Travel Hacker
The 1% still love saving money, and time is money, so of course they have their own private travel hacker to help find them the most fabulous trips to the most amazing places. She makes it look easy. Because with Skyscanner it is.
Role, Results & Recognition
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As head of brand and creative I created the strategy, helped with character creation and scripts, oversaw the shoot and edit along with every integrated piece across the entire campaign. From media buy to measurement, optimisation and beyond.
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Phase 2 drove even better results with a skippable YouTube view through rate of 32% (benchmark is 24%), Ad recall was up +22% (from 3% to 25%) since campaign launch, +44% branded search lift since campaign launch, +15pp aided awareness up from 19% to 34% since campaign launch, +39% YoY app installs and +24% YoY increase in sessions growing significantly higher than market demand.
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To be honest we’ve been so busy making sure that the campaign is successfully driving business results we haven’t entered it into any award shows. The reward is it’s working!