Expedia, a full-service online travel agency, has launched its new advertising campaign for its Indian consumers, telling them to ‘try before you decide’. Themed around ‘What a pleasant surprise!’, the ad has been conceptualised by Taproot Dentsu.
It aims to acquire new shoppers and customers to the site and ask them to try Expedia for booking travel with enhanced facilities like zero booking fees on over 500 airlines across the globe and free cancellation on 220,000 hotels globally.
The first film opens at a beach and captures a young couple where the girl persuades the guy to enjoy the waves. The guy is initially apprehensive, but once he gives in, he actually enjoys the experience.
The second advertisement opens with a college re-union party at a resort where everyone is dancing and enjoying. However, one of them, who is shy of dancing, is standing in a corner. His friends notice this and signal him to join but he is still reluctant. At first, his friends help him with the moves, and slowly he gains confidence and picks up the dance, and starts enjoying.
Manmeet Ahluwalia, Marketing Head, Expedia India, said, “The brief given to the agency was to showcase and address trepidation, hesitancy, and state of inertia that keep consumers away from trying something new in life and the associated surprise, joy and contentment of that new experience. Our aim with this campaign is to encourage new users to visit and experience Expedia and generate awareness among the consumers about our zero booking fee on flights and free cancellation on hotels, in order to help the consumers save money and ensure a pleasant experience while managing their travel.”
Expedia has a global footprint in 33 countries across the world. The company is offering deals that seem ‘too good to be true’ where-in the consumers may get one night’s stay at a hotel for free, when booking flight and hotel together – hence christened as ‘Unreal deals’. “We feel we are in the unique position to provide our customers with innovative solutions, with our worldwide network and reach,” added Ahluwalia.
Titus Upputuru, Creative Head, Taproot Dentsu, Gurgaon, said, “Unless we try something, we will never know. This is the key insight we developed into a campaign where the protagonists try out things that they’ve never tried before. As a result, they end up discovering experiences that they thoroughly enjoy! Not only that, once ‘bitten’ by the experience, the protagonists don’t want to stop. We hope new consumers try Expedia.co.in and find to their delight and surprise, exciting experiences!”
Creative Head: Titus Upputuru
Creative Team: Titus Upputuru, Vishal Mittal, Vishnudas Kunchu, Utsav Chaudhary
Account Management: Sunita Prakash, Payal Dhawan
Planning Head: Farah Bashir
Films: Dawa Lama
Director (of the film): Hemant Bhandari
Production House: Chrome Pictures