| Sector | Travel & Tourism |
|---|---|
| Target Audience | 25-34 Adults |
| Package | AGP |
| Media Agency | m/Six |
| Creative Agency | CP+B London |
| Duration | 30" |
Background
In a very competitive market Hotels.com needed a point of difference that would give potential holiday-goers a compelling reason to book with them over competitors. The answer – loyalty. Everyone loves a freebie so Hotels.com created its Rewards Programme – a simple proposition – if you book 10 nights you’ll get 1 Reward Night for free.
Idea
- In 2016 Hotels.com brought Captain Obvious to our shores with a series of irreverent ads featuring the brand’s character positively revelling in pointing out the self evident.
- Evolving from the UK launch campaign, new spots were created to run across the summer of 2017 with a creative nod to one of the year’s most popular films - La La Land. ‘Leisure’ featured Captain Obvious and fellow hotel guests singing the praises of Hotels.com Rewards Programme as they dance their way through a rendition of Singin’ in the Rain’s ‘Good Morning’ song.
Plan
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Hotels.com had traditionally used TV, VOD and online video to showcase its campaign but in 2017 it was time for Captain Obvious to also come to the big screen.
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Cinema provided Hotels.com with a great opportunity to deliver incremental reach and impact among its core 25-34 adult audience - the immersive cinema environment was perfectly positioned to help the key ‘reward night’ offer resonate and drive brand preference.