Expedia: TRAVEL YOUR TWEET INTERESTING

Credits & Description:

Type of entry: Media: Digital & Social
Category: Use of Social Platforms
Advertiser: EXPEDIA
Product/Service: EXPEDIA
Agency: OGILVY & MATHER LONDON, UNITED KINGDOM

Client: EXPEDIA
Product: EXPEDIA
Entrant: OGILVY & MATHER LONDON, UNITED KINGDOM
Type of Entry: Media: Digital & Social
Category: Use of Social Platforms
Entrant Company : OGILVY & MATHER LONDON, UNITED KINGDOM
Advertising Agency : OGILVY & MATHER LONDON, UNITED KINGDOM
Media Agency : PHD London, UNITED KINGDOM

Chief Creative Officer/Executive Creative Director: Gerry Human (Ogilvy And Mather)
Creative Director: Ivan Pols (Ogilvy And Mather)
Copywriter: Jon Morgan (Ogilvy And Mather)
Art Director: Mike Watson (Ogilvy And Mather)
Copywriter: Simon Lotze (Ogilvy And Mather)
Art Director: Miguel Nunes (Ogilvy And Mather)
Digital Producer: Hannah Moore (Ogilvy And Mather)
Lead Social Strategist: James Whatley (Ogilvy And Mather)
Planner: Mattijs Devroedt (Ogilvy And Mather)
Editor: Stephanie Symonds (Ogilvy And Mather)
Account Manager: Harriet Edmonds (Ogilvy And Mather)
Account Manager: Jessica Wilkinson (Ogilvy And Mather)
Account Manager: Briony Gittins (Ogilvy And Mather)
Account Executive: Joseph Grigg (Ogilvy And Mather)
Business Director: Stephen Hillcoat (Ogilvy And Mather)
Managing Partner: Mark Lainas (Ogilvy And Mather)
Client Services Director: Sandra Sydow (PHD)
Agency Producer: Rory Elms (Ogilvy And Mather)

Results and Effectiveness:
During our activation period, our video responses on Twitter were viewed for more than 5000 hours and Expedia’s Twitter followers increased by 40%. 99% of tweets mentioning the campaign were positive and we garnered 4 million impressions and 497,000 engagements in just 2 weeks. But best of all, downloads of Expedia’s mobile app increased by 25.4%

Creative Execution:
Using social listening technology, we searched Twitter for the UK’s most boring tweets in realtime. Then we sent selected tweets to exotic locations around the world, where we had small production teams on standby. We quickly travelled the tweet interesting, filmed the result and tweeted the film, hosted on YouTube, back to the original offender, where it could be re-tweeted by them or their followers. Using Expedia’s own twitter account, we shared the films and content with Expedia’s followers and promoted the campaign via promoted tweets and trends on Twitter itself.

A #TYI hashtag let people follow the campaign and take part by tagging their own dull tweets. The most boring ones were travelled interesting all over the world via still images and quickly-produced videos which were also hosted on YouTube.

Insights, Strategy and the Idea:
To promote Expedia’s new mobile app to seasoned, tech-savvy travellers aged 25-34 and to bring Expedia’s “Travel Yourself Interesting” tagline to life online, we decided to target these people where they use their mobiles every day – on social media. Retaining the tone of Expedia’s humorous advertising campaign, we created a social media campaign that demonstrated how travel makes even the most boring people interesting. And where do you find boring people? On Twitter.