Expedia Digital, Case study Visit Britain by 180 LA

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Visit Britain

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Industry Travel Agencies, Tour Operators & Travel Services
Media Digital, Interactive & Mobile, Case study
Market United States
Agency 180 LA
Chief Creative Officer William Gelner
Associate Creative Director Florian Bodet
Executive Creative Director Eduardo Marques, Rafael Rizuto
Creative Director Dan Kroeger, Pierre Janneau
Art Director Mariusz Kucharczyk
Released October 2016

Awards

Cannes Lions 2017
Cyber Online Video: Interactive Video Gold Lion
Digital Craft Form: Image; Sound; Aesthetic: Interface & Navigation (UI) Silver Lion
Mobile Websites: Websites as a Product / Service Bronze Lion

Credits & Description

Title: Visit Britain
Agency: 180la
Brand: Expedia
Country: USA
Entrant Company: 180la, Santa Monica
Advertising Agency: 180la, Santa Monica
Pr Agency: 180la, Santa Monica
Chief Creative Officer: William Gelner (180la)
Director Of Integrated Production: Natasha Wellesley (180la)
Director Of Business Affairs: Loretta Zolliecoffer (180la)
Producer: Chianne Peterson (180la)
Digital Creative Director: Karan Dang (180la)
Digital Producer: Ryan Schmidt (180la)
Group Account Director: Rachel Gilmour (180la)
Creative Director: Pierre Janneau (180la)
Creative Director: Dan Kroeger (180la)
Associate Creative Director: Florian Bodet (180la)
Executive Producer: Craig Keppler (180la)
Brand Manager: Allison Landrum (180la)
Brand Manager: Jens Bracht (180la)
Planner: Becca Taylor (180la)
Director Of Photography: Tim Sidell (Friend London)
Executive Producer: Luke Jacobs (Friend London)
Executive Producer: Guy Rolfe (Friend London)
Editor: Sam Jones (Cut & Run)
Editor: Steve Gandolfi (Cut & Run)
On Set Vfx Supervisor: Pete Smith (Electric Theatre Collective)
Executive Producer: Jonathan Sanford (Human)
Composer: Per Hallberg (Formosa)
Creative Lead: Thomas Davis (Unit9)
Head Of Ux: Quentin Gauvrit (Unit9)
Ux Designer: Camille Theveniau (Unit9)
Producer: Lauren Cascio (Formosa)
Art Director: Mariusz Kucharczyk (Unit9)
Ui Designer: Anton Skvortsov (Unit9)
Motion Designer: Julian Faas (Unit9)
Executive Creative Director: Eduardo Marques (180la)
Executive Creative Director: Rafael Rizuto (180la)
Execution:
We designed and built a bespoke digital platform that gave users the ability to control their own journey through Britain entirely themselves. Five identical films were shot in five separate British locations. The parallel stories were identical in structure yet completely unique in their details. Users controlled their journey by swiping or using arrow keys to switch between locations at any time. In mobile, we utilized the gyroscope so users could simply turn their phone to switch between films.To make the storytelling seamless, all five films required matching framing and dialogue. This was all captured in camera, with no additional post-production or ADR utilized to make the films cut together perfectly. While users explored, we gathered live data on the locations they enjoyed most and offered curated recommendations on what to do and where to stay there. Clicking any of these recommendations took them directly to booking on Expedia.
Strategy:
We needed to show prospective American travelers that there is far more to Britain than just London. So we wanted to show both a broader and deeper view into the diversity throughout the country. In order to do so, we built a bespoke digital platform giving users the ability to control their journey through multiple British destinations entirely themselves. This allowed them to see both the subtle and stark differences between five different destinations. Strategically, this was designed to create an experience that allowed users to immerse themselves deeper as well as to go back and experience the journey multiple times, but in a new, unique way each time. While users explored, we gathered real time data on the locations they watched most, then offered curated hotel and activity recommendations in those locations. Clicking any of the recommendations took them directly to the booking process on Expedia.
Synopsis:
Great Britain is the most popular overseas travel destination for Americans, yet most visitors never make it outside of London. Because of this, the country feels familiar and therefore, somewhat less exciting. Adding to the challenge was the current perception problem for Britain following the Brexit vote. We needed to overcome the cold, negative tone coming from the Brits themselves that was dominating international news.Our objective was to show Great Britain to Americans in a new light: to surprise prospective travelers by making it feel like a fresh, exotic destination they hadn’t seen before and therefore had to explore on their next vacation. And we took the Brexit issue head on by making the British people the stars of the campaign. Because no matter where you go in Britain, it’s the charming and quick-witted Brits you meet there that truly make Britain great.
Campaign Description:
Instead of following the usual tropes of tourism advertising, where a spokesman broadly claims their country has everything, we went local. We even got competitive with ourselves. We introduced five locals from all over Britain, each proudly claiming that their corner of the country was the only place travelers really needed to go. Five separate films ran in parallel on the site. Each featured a local taking the user through the identical story, yet with unique details and differences. By allowing users to interact and control the experience, it let them see the wide diversity of culture, sights and activities to discover in Britain.Also integral to the concept, the tone was crafted to be tongue in cheek, with a hint of subtle British humor. It was all aimed at reminding American travelers of the beloved British wit and charm that is world-renowned.
Outcome:
The results from the campaign exceeded all business targets. In the first six weeks, bookings, overall sales, and revenue had all increased, including 128,000 incremental bookings, a 6% sales increase and $1.6 million in revenue from bookings to Great Britain. Expedia also saw an increase in purchase behavior following the advertising of a specific destination, which rarely happens.