Makemytrip wins hearts with its second 'Uncancel' campaign
Conceptualised by FCB Ulka, the digital-only ad films continue to weave an emotional tale, while highlighting the travel portal's newly launched service
Makemytrip wins hearts with its second 'Uncancel' campaign
Conceptualised by FCB Ulka, the digital-only ad films continue to weave an emotional tale, while highlighting the travel portal's newly launched service
BestMediaInfo Bureau | Mumbai | April 6, 2015
Click on the image to watch the TVC.
MakeMyTrip has rolled out a new feature – 'Uncancel' – that enables travellers to reschedule a trip, instead of cancelling it altogether and the trip is re-booked at the original cost. The feature, conceptualised by FCB Ulka, is being promoted via three short films, expressing how a trip can be more than just a trip.
The first film, released in March 2015, featured the protagonist who is contemplating about meeting his estranged father for the first time and books the ticket through MakeMyTrip. He decides to cancel the trip after a lot of thought, but following a call from his father and the call for 'Uncancel' from MakeMyTrip executive, he changes his mind and goes for the trip, eventually connecting with his father.
The second film, titled 'Khushmeet's First Beach Holiday', shows the beach holiday dreams of little Khushmeet Gill, which almost come to naught because of a cyclone in Goa, due to which his doting father has to cancel the trip. But a call from MakeMyTrip's executive, who informs the father about the 'Uncancel' feature, facilitates the family to have a wonderful holiday by the sea eventually.
Sachin Das Burma
On the feature and the promotional campaign, Sachin Das Burma, Group Creative Director, FCB Ulka said, “In advertising, we usually wait for the client to develop the product and give us the brief to create communication. But in this case, we took the lead in recommending a product, scoping out its features and then designing the entire communication package. We were lucky to have a client, who trusted our vision and persevered through a long period of conceptualisation that involved massive changes at their end – in product features, processes and technology integration.”
The agency informs that the team hit on the idea of 'Uncancel' to establish how MakeMyTrip understands and appreciates the emotions attached to a trip. This feature was launched through social-media activation (including influencer and blogger engagement) and broad-scale digital advertising campaign. The entire campaign is said to be centred on the powerful and emotionally resonant brand belief – “Some trips are more than just trips”.
The communication campaign includes three short films, expressing how a trip can be more than just a trip, with the protagonist facing an impending cancellation. MakeMyTrip's Uncancel then provides a way out for the traveller to continue with their trip at a later date. The first two films are already live. The last film to follow will also be released on digital platforms only.
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