INVITATION TO THE DESTINATION OF YOUR FAVOURITE MUSIC by Bts United Oslo for RESTPLASS.NO

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INVITATION TO THE DESTINATION OF YOUR FAVOURITE MUSIC

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Industry Travel Agencies, Tour Operators & Travel Services
Media Direct marketing
Market Norway
Agency Bts United Oslo
Director Jonas Torgersen, Jon Iver Helgaker
Art Director Kim Gothard Taanevig
Copywriter Per Kristian Voss Halvorsen
Producer Torstein Tanum Morstad
Released January 2010

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: RESTPLASS.NO
Product/Service: TRAVEL AGENCY
Agency: BTS UNITED
Date of First Appearance: Jan 30 2010 12:00AM
Entrant Company: BTS UNITED, Oslo, NORWAY
Entry URL: http://www.webkampanje.com/case/restplass_dm/
Copywriter: Per Kristian Voss Halvorsen (Bates United)
Art Director: Kim Taanevig (Bates United)
Account Director: Paul Rigault (Bates United)
Director: Jonas Torgersen (Sagveien Resort)
Director: Jon Iver Helgaker (Sagveien Resort)
Producer: Torstein Tanum Morstad (Sagveien Resort)
Media placement: Internett - Spotify - 30.01.2010

Describe the brief/objective of the direct campaign.
Brief: Use Spotify as a media to promote specific travel destinations for Restplass.no. Restplass.no means; last minute tickets and is Norway’s leading online travel agency. Spotify is a music streaming software that allows instant listening to specific tracks, albums and online radio. To get the software you have to make your own profile, which supply Spotify with demographics (origin, gender, age, location).

Explain why the creative execution was relevant to the product or service.
By using this whole new selection method, we could communicate directly to specific listeners according to their Spotify profile, current location and genre. We customised each ad, both the spot and the banner. One of the biggest challenges is to avoid the feeling of getting disturbed while listening to music. By making the communication more relevant and targeted to each spesific user, we reduced the feeling of interuption, and therefore we were able to get the listeners attention in a charming and relevant way.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Creative solution: Travel to your choice of music. Would a Spotify user more likely get our message if we could make it relevant not only to whom he is (origin, gender, age), but also to what kind of music genre he is listens to? Together with Spotify we developed music genre as another segmentation point. The spot and the banner was adapted according to the users profile as well as the genre of the music he was listening to. For instance if a male Spotify user from Oslo listened to hip-hop, we advertised flights from Oslo to LA.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
This is a ongoing pilot project and will be further developed during this summer. The result was impressing. On earlier campaigns restplass.no had a click rate average of 2% per view on banner ads. By using DM we were able to adapt the communication to each specific user, and therefore making it more relevant. The Spotify campaign had almost 3 times the effect compared to their previous banner ads (an increase of 270% clicks per banner ad). Restplass.no was now able to reach the same amount of people for 1/3 of the price.