HIDE & SEEK DESTINATION GAME by Robert/Boisen & Like-minded for Spies

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HIDE & SEEK DESTINATION GAME

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Industry Travel Agencies, Tour Operators & Travel Services
Media Direct marketing
Market Denmark
Agency Robert/Boisen & Like-minded
Creative Director Michael Macmillan, Robert Morgan
Producer Seph Solliman, Christina Bostofte Erritzøe
Released January 2011

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: SPIES
Product/Service: PACKAGED HOLIDAYS
Agency: ROBERT/BOISEN & LIKE-MINDED
Date of First Appearance: Jan 17 2011
Entrant Company: ROBERT/BOISEN & LIKE-MINDED, Copenhagen, DENMARK
Entry URL: http://www.mrtesticle.com/cannes/2011/spies/hideandseek/
Creative Director: Michael Robert (Robert/Boisen & Like-minded)
Digital Director: Anders Kaergaard Wik (Robert/Boisen & Like-minded)
Creative Digital Director: Robert Larsen (Robert/Boisen & Like-minded)
Account Manager: Mette Ingemann Dahl (Robert/Boisen & Like-minded)
Client Service Director / Partner: Søren Christensen (Robert/Boisen & Like-minded)
Video Editor / Visual Effects: Daniel Thurøe Persson (Gobsmack)
Producer: Christina Erritzøe (Gobsmack)
Producer: Seph Solliman (Konstallation)
Technical Director: Morten Barklund (Konstallation)
Media placement: Website - Graphic Overlay On Own Website - 17.01.11
Media placement: Facebook - Game Integrated With Facebook - 17.01.11

Describe the brief/objective of the direct campaign.
Spies is the leading Danish travel agency, famous for holidays you don’t want to leave. For years two senior citizen mobsters – Vinnie and Mario - have been on a mission to convince holiday guests to leave when their vacations are over, making room for new ones to arrive. But this year their job got tougher. Spies added many new destinations and hotels to their summer programme, summing up to an increase of 15% compared to last year. Our brief was to get both new and existing customers to visit the Spies website and explore all the new destinations.

In order to get the game going, Spies activated their Facebook fans and promoted the game through their weekly newsletter, which is send directly to individual members of their e-mail database.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
But how do you create more web-traffic in a fun way? In the spirit of holidays you don’t want to leave, we decided to play a little game of hide and seek. Instead of making a separate game setup, we integrated the hide and seek game as a layer on top of Spies’ website. In this way the users could both check out all the new destinations and at the same time participate in our game. The idea was simple. Find the perfect hotel/destination to hide yourself. The last person to get caught wins a holiday to that place.

Explain why the creative execution was relevant to the product or service.
First, all users were instructed to find their hiding place at the spies website. Many of them shared their participation in the hide & seek game on their Facebook walls. And then the seeking began. Vinnie & Mario gave the users people to look for. They had three minutes, enough time to look around at many destinations/hotels. Tips were given to get the users on track. If they succeeded, Vinnie & Mario responded in video clips, all integrated on top of the spies.dk website.

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.
The hide and seek game was a huge success! With more than 165.000 visitors over the two weeks the game was running, Spies experienced an increase in traffic of 68% compared to same period last year. More than 32.000 players signed up for the game, 11% of them giving permission to be contacted via e-mail. And at the same time we managed to get the customers to explore all the new destinations and hotels in a fun and engaging way.