The Most Wonderful Time of the Year.
Online travel agent On the Beach hijacked Christmas Day, launching its summer 2022 campaign with a rewritten Christmas classic that put the beach holiday above the festive season.
- Brand
- On the Beach
- Agency
- Quiet Storm
- Market
- UK
- Region
- Global
- Year
- 2021
The challenge
On the Beach sold in a commoditised category, and after COVID travellers leaned towards established, trusted operators. It needed to build trust and a sense of value against bigger competitors.
The idea
Quiet Storm cast On the Beach as a consumer champion for mainstream British holidaymakers who work hard for their week in the sun. Three TV ads with the same family, one for the brand and two for the free fast-track and free lounge perks, used a reworked Christmas song. The launch spot aired on Christmas Day evening with an introduction voiced by Sir Trevor McDonald.
Results
- According to the case study, prompted ad awareness rose from 13% before the campaign to 28% after it.
- The case study says spontaneous brand awareness went from 16% to 25%.
- By the case study's figures, brand consideration rose from 44% to 49%.
Case study source: Creativebrief Source ↗
Credits
- Creative agency
- Quiet Storm
- Media agency
- Good Stuff
- Sound design
- Virtual Sounds
- Executive Creative Director, Quiet Storm
- Trevor Robinson OBE
- Planner, Quiet Storm
- Anna Coscia
- Art Director, Quiet Storm
- Seb Jamous
- Copywriter, Quiet Storm
- Harry Iddon
- Account Director, Quiet Storm
- Manisha Pochun
- Agency Producer, Quiet Storm
- Alex Azis
- Director
- Silvia Esquivel
- Director of Photography
- Marcus Autelli
- Editor and Post Production
- Dave Owen
- Photographer
- Alberto Escudero
- Music Supervisor
- Toby Slade-Baker
