Cheapflights.co.uk Digital, Case study Drag, Drop & Go [case video] by Uncle Grey Copenhagen

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Drag, Drop & Go [case video]

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Industry Travel Agencies, Tour Operators & Travel Services
Media Digital, Interactive & Mobile, Case study
Market Denmark
Agency Uncle Grey Copenhagen
Creative Director Thomas Ilum
Art Director Simon Naver
Released October 2016

Awards

Cannes Lions 2017
Media Channels: Use of Digital Platforms Silver Lion
Promo And Activation Digital & Social: Use of Digital Platforms Silver Lion
Direct Sectors: Travel, Transport & Leisure Silver Lion
Cyber Online Ad: Innovative Online Ad Solution Bronze Lion

Credits & Description

Title: Drag, Drop & Go
Agency: Uncle Grey
Brand: Cheapflights
Country: Denmark
Entrant Company: Uncle Grey, Copenhagen
Advertising Agency: Uncle Grey, Copenhagen
Media Agency: Uncle Grey, Copenhagen
Production Company: Wm Creative Labs, Hong Kong
Creative Director: Thomas Ilum (Uncle Grey)
Head Of Media Strategy & Planning: Rasmus Skjøtt (Uncle Grey)
Motion Designer: Mathias Nielsen (Uncle Grey)
Digital Producer: David Cytryn (Uncle Grey)
Client Service Director: Charlotte Porsager (Uncle Grey)
Chief Strategy Officer & Head Of Digital: Lars Samuelsen (Uncle Grey)
Art Director: Simon Naver (Uncle Grey)
Campaign Description:
We decided to turn Cheapflights online display media into a simple flights search, and created an innovative, contextual web banner that allows you to search flights for the articles you’re reading, simply by dragging the article image into the web banner. As a world’s first the web banner then combines image search API’s, Location API’s, ticket platform API’s such as Ticketmaster and songkick, with Cheapflights flight search API to serve the user a flight price for the next upcoming concert, sport- or art event. And everything happens within just a few seconds.The solution inspires people to travel by focusing on the experience rather than the qualities of the destination, which is linked to something they are already passionate about creating a relevant point of contact between the brand, its users and their passions.
Strategy:
Event tourism is a growing market. No doubt. Millions of people travel across the world to experience something live. According to a recent UK report, 45% of live music audiences were music tourists and there were 9.5 million music tourists in the UK alone (source: https://goo.gl/OiYLJF). And that’s just music. Sports- and art events are key motivational drivers within the event tourism as well. That’s why for the initial launch we used a contextual media buying strategy to focus the campaign on articles for sports-, arts- and music events.
Execution:
The campaign was distributed and aired on various major news websites such as independent.co.uk, mirror.co.uk, nme.com, telegraph.co.uk, theguardian.co.uk, bbc.com, ticketmaster.co.uk & skyspots.com to mention a few. The campaign aired first time on the 3rd December 2016 and finished almost 3 weeks after on the 19th December 2016. We launched the campaign based on a contextual targeting setup to ensure that our banners was shown on relevant sites and articles, giving the users the best experience with our campaign.
Synopsis:
Event tourism is a growing market, and a massive opportunity as people are more than ever willing to travel around the world to experience major sports events, music gigs and art exhibitions live. According to recent UK report, 45% of live music audiences were music tourists, which is almost 10 million people in the UK alone. The brief was to create a web banner campaign engaging and incentivizing people to travel and book with Cheapflights, by showcasing Cheapflights dedication to taking the complexity out of finding the best value flights through the application of innovative, intuitive technologies by focusing on their core message; ‘Smart Search. Made Simple’. Cheapflights wanted to prove that this is not just a pay-off, but a promise they live and breathe every day. It was paramount that the idea could create interaction, engagement, and thereby click through to their website to experience Cheapflights extraordinary search tool.
Outcome:
The Drag Drop and Go was a successful campaign as it not only demonstrated ‘Smart Search Made Simple’, but created an engagement beyond normal with a staggering engagement rate 145% higher than the industry benchmark for any other digital campaigns. The campaign contributed to an 8.5% YoY increase in visits to Cheapflights.co.uk, and a 16.5% YoY rise in revenue. The banner is now Cheapflights new platform for online paid media, which they’re planning to expand to cover more points of interests.