In its first ever TVC, created by Propaganda India, the travel portal has asked travellers to review places they have visited, rather than showcasing its product features and offerings
In its first ever TVC, created by Propaganda India, the travel portal has asked travellers to review places they have visited, rather than showcasing its product features and offerings
Sarmistha Neogy | Mumbai | October 15, 2014
Click on the image to watch the TVC.
HolidayIQ has launched a first-of-its-kind ad campaign with the objective of letting enthusiastic travellers share their travel stories, anecdotes and experiences in real-time, helping them to discover, book, navigate, share and review the places on the go. Propaganda India has conceptualised three films as part of this campaign which asks travellers to review the places they have visited, rather than showcasing product features and offerings of the portal.
Commenting on the TVCs, Venkatesh Nadhan, Creative Partner, Propaganda India, said, “A 10-seconder is a challenge – and three of them, even more! The three films are a result of spending more time on finding holiday insights rather than figuring out a twist for the story. We successfully found the right trigger points to get people to start writing their travel stories. They figured out the app, without us screaming download the app. Every Indian has a holiday story to tell; now they know where to tell.”
The three ads, which touch upon essential topics, are titled 'Pet friendly hotels, 'Landed the right place at the wrong time' and 'Made a discovery?'
Sushant Sreeram, VP, Marketing, HolidayIQ, said, “HolidayIQ was getting into TV for the first time and with a message that didn't ask the viewer to buy or sell something. While the media weights behind this campaign were limited, we employed a bunch of techniques, on both the creative process and the media plan, to ensure maximised outcomes.”
He added, “On the creative development front, we were sure we wanted to develop advertising for the mobile audience. In an age where Indians are predominantly consuming content (including commercials) on their mobile devices, attention spans tend to be limited, and our creative had to deliver both the message and recall effectively. We went with crisp 10-second commercials, forcing us to be really sharp with the script. We built not one but three creatives to showcase a variety of situations where one could pull out their mobile and share that holiday moment through the HolidayIQ mobile app.”
The company also stated that the website traffic has gone up by more than 40 per cent since the campaign went live. HolidayIQ mobile app has accumulated close to 100,000 downloads and there is an encouraging trend of apps being used by travellers on the go who are sharing their holiday experiences.
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