NOT IN YOUR COUNTRY by Jung Von Matt/Alster Hamburg for Tui

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NOT IN YOUR COUNTRY

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Industry Travel Agencies, Tour Operators & Travel Services
Media Promo & PR, Case study
Market Germany
Agency Jung Von Matt/Alster Hamburg
Creative Director Michael Ploj, Jonas Keller Jung Von Matt Ag
Art Director Andreas Wagner
Copywriter Luca Rescheleit
Account Supervisor Alexander Kerkow
Released December 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: TUI
Product/Service: TOUR OPERATOR
Agency: JUNG von MATT
Date of First Appearance: Dec 20 2010
Entrant Company: JUNG von MATT, Hamburg, GERMANY
Chief Creative Officer: Fabian Frese (Jung von Matt AG)
Creative Director: Jonas Keller (Jung von Matt AG)
Creative Director: Michael Ploj (Jung von Matt AG)
Art Director: Andreas Wagner (Jung von Matt AG)
Copywriter: Luca Rescheleit (Jung von Matt AG)
Account Supervisor: Alexander Kerkow (Jung von Matt AG)
Account Manager: Frederike Wasserkampf (Jung von Matt AG)
Account Manager: Carina Bruns (Jung von Matt AG)
Media placement: Banner - Www.youtube.de - 20th December 2010

Insights, Strategy & the Idea
The clients of tour operator TUI are getting older and older. In order to reach a younger target group, we made use of a modern phenomenon: In 2009, German copyright law began to prevent the viewing of hundreds of thousands of music videos on YouTube. All that the users could see, when searching for their favourite music, was the message “This video is not available in your country.” We used YouTube, an everyday feature of our young target group’s lives, to advertise TUI’s travel offers in a unique and surprising way. Our idea: If it doesn’t work in your country, go try it somewhere else.

Creative Execution
We adapted the error message seen on YouTube, changing it to a message promoting TUI. The message now read: “This video is not available in your country. Why don’t you try it here: …” Specific TUI offers for travel to another country redirected the target group to the TUI special offers webpage.

Results and Effectiveness
Every fifth viewer clicked on the banner and was directed onto the special offers webpage. The result: 11% more bookings made by the younger target group.