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.
- العلامة التجارية
- On the Beach
- الوكالة
- Quiet Storm
- السوق
- المملكة المتحدة
- المنطقة
- عالمي
- السنة
- 2021
التحدي
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.
الفكرة
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.
النتائج
- 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%.
مصدر دراسة الحالة: Creativebrief المصدر ↖
فريق العمل
- الوكالة الإبداعية
- Quiet Storm
- الوكالة الإعلامية
- Good Stuff
- تصميم الصوت
- Virtual Sounds
- المدير الإبداعي التنفيذي، Quiet Storm
- Trevor Robinson OBE
- Planner, Quiet Storm
- Anna Coscia
- المدير الفني، Quiet Storm
- Seb Jamous
- كاتب الإعلانات، Quiet Storm
- Harry Iddon
- مدير الحسابات، Quiet Storm
- Manisha Pochun
- منتج الوكالة، Quiet Storm
- Alex Azis
- المخرج
- Silvia Esquivel
- مدير التصوير
- Marcus Autelli
- Editor and Post Production
- Dave Owen
- المصوّر
- Alberto Escudero
- Music Supervisor
- Toby Slade-Baker
