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B2C Campaign Case
WereldticketsSimply the cheapest tickets.
Client Personnel:Bohemia Personnel:
Hicham IssaoutiMarco de Boer Bas HuissenTom Lawrence
SituationWereldtickets.nl is a Dutch online provider of cheap airline tickets, hotels and rental cars.
Wereldtickets.nl is relatively new in the travel industry; unknown and therefore not considered as a possible provider. !e travel industry market is dominated by four major companies who have huge budgets for TV advertising and full-year billboards campaigns. “How can we become a known tickets provider as fast as possible, even if we don’t have large budgets?” Small change doesn’t mean in little creativity, we say.
Target• Increase website tra"c.
• Add Wereldtickets.nl on the map of ticket providers.
Target group
• Everyone who’s searching online for (cheap) flight tickets
StrategyIn a competitive market, it’s hard to get noticed with little resources. !e competition is battling for market share with large campaigns. !erefore, with the little means wereldtickets.nl has, they have to stand out to get noticed. !ey have to pull a small stunt and make use of social media to reach the set target group. So let’s crush the competition and show that they’re not as cheap as they claim.
Concept!e chosen concept ‘Protest’ is based on the fact that the competition is adding costs to the fare in extra layers.
We say K.I.S.S.: Keep It Simple and Stupid. Let’s tell the truth; “!e cheapest tickets are wereldtickets.nl”. We do this confidently, free of frills and wild colors, but as large as possible.
In the elaboration of this concept, the images of people holding placards come into focus on top of competitors’ ads. !ese placards stand out against a background where the colors, fonts and logos of competitors can be seen.
Visuals!e cheapest tickets are Wereldtickets.
MediaRadio | Outdoor | Online
billboards
billboards
Online campaign
Online campaign
ResultsFor days Wereldtickets was a trending topic on Twitter. People tweeted about the billboards and the annoying radio commercial.
During the campaign site visits and bookings on Wereldtickets.nl increased 8 times.
Make a Mark.For more information: Hugo Kalf [email protected] Roest [email protected]
Bohemia AmsterdamSint Pieterspoortsteeg 23a1012HM Amsterdam, Netherlands
+31 [0]20 42 33 555bohemiaamsterdam.com
