READY. SET. GO TO EUROPE.
Contiki is the worldwide leader in travel for the 18-35 audience, and they communicate with their target in three specific phases. They came to Ignited for help with the last and most important phase: to close the deal. We answered back with “Ready. Set. Go to Europe”—a hard-hitting online campaign involving a landing page, banners and a Pandora takeover. We knew that brand awareness and education had already been accomplished in the first two phases, so our mission was to corral consumers to take action. We did this by taking their digital coupon and giving it a new life. Instead of simply announcing $300 off on a European vacation, we engaged consumers with a fun (some said addictive), timed puzzle game, where they could earn money. We had a social component that let users share branded Contiki messages that contained their best puzzle times and challenged Facebook friends to beat their times. The banners and a Pandora takeover further pushed the challenge of puzzle solving with a reward of prize money. Compelling and spread-worthy, this simple puzzle, in which we leveraged Contiki’s beautiful European photography, worked perfectly as a vehicle to deliver the branded call to action.
