ebookers // 15 yrs…
The eBookers team wanted to create an Ambient and Social campaign
that highlights their fifteenth birthday in Switzerland.
With eBookers being one of the most popular online travel booking brands within Switzerland, Austria and Germany and solid roots in the UK, they wanted something that created a massive buzz for a relatively small budget, re-instilling their brand core message of always getting more out when booking with them, from bonus points, cash-back rewards, discounts and so on.
The Concept
The core of the concept was an integrate the number 15
into an ambient action.
We wanted to create something that caused impact and disturbance in the day-to-day foot traffic in key locations. Our concept was to literally take people to these incredible destinations before their actual travel journey began.
Implementation:
15 Giant Postcards
An Ambient action highlighting Switzerland's top 15 destinations in three of Switzerland's main cities, Zurich, Bern and Basel.
Each postcard had an intriguing headline, accompanied by the beautiful image and a postcard stamp with illustrated elements inside, all creating a set of clues to the riddle. The user had to take a picture inside the postcard and using the #ebookers15, guess the correct destination in which they were standing. This placed them in the run to win a full week, all expenses paid trip to that destination.
Implementation:
Microsite & Social Hub
The social hub was a full functional and engaging microsite. This was to ensure that everyone could enter this competition via online channels too. Users landed on a homepage highlighting all 15 destinations where they could enter create and share their own online postcards.
Implementation:
Online Postcards
They could firstly choose the destination they wanted to enter and then via a social login could create their own customised postcard image to share on their social media channels.
Implementation:
Vote on the Social Wall
We collected all the curated entries and after a full week to 10 days of entries the microsite shifted to be purely a voting platform where users could vote for their best entries, using a filter per destination.
The users voted and the most popular entries won one of fifteen incredible all expenses paid holidays to the destination they entered with.
The Results
1.2Mill Post Impressions on Social Media channels
2.2 min Ave. time spent on Microsite
4K Postcards created both online & Ambient with #ebookers15
Data captured over a 2 week period
Credits
Agency: Webguerillas Zürich
Client: ebookers.ch
Creative Director: Ryan Daynes
Art Director: Ryan Daynes
Designer: Natalie Kauer
Copywriter: Simon Kümin
Social Media: Simon Keller
Illustration: Studio MUTI
Client Service: Petra Moser
Management: Dino Ceccato
