Building on the success of the 2009 ad campaign, LateRooms.com took the step to create a completely new ad campaign style that would stretch the brand further and really bring it to life by expressing the fun in discovering new places to stay when searching for accommodation.
The ‘Go Discover’ ad campaign appeared across three mediums; TV, print (press), and digital to help build brand awareness and market share.
As in 2009, the communications platform used to differentiate LateRooms.com, in a very cluttered market, was choice. That is, the range of unexpected accommodation options you are presented with when you search on the site.
The TV advert was at the heart of the campaign and using the latest 3D technology, took customers on a journey that was visually appealing and ignited imagination.
The ad illustrates the consumer journey and thought process when booking a hotel via LateRooms.com. Encapsulated by bubbles, mini animated 3D hotel ‘worlds’ float around a real kitchen to illustrate the choice available. A modern city hotel is the first to appear but this quickly moves via an underground train to a seaside cottage.
Seagulls take the search onto a Tuscan villa set in the Italian hills as then more and more options float into view until the final bubble, which connects them all, shows the LateRooms.com logo. Previous campaigns from industry competitors have used filmed or animated adverts so adapting these computer generated 3D worlds was a new way of promoting online hotel bookings.
The ad itself took eight animators a total of 4,032 hours to complete with two computers taking two days to render the final film.
Making sure the TV and press styles were easily identifiable was a challenge as the TV ad really lived in a moving, 3D world, so to maintain impact and a consistent message the press had to take a different format. So, while keeping the key creative themes of choice and journey, the style was adapted to ensure maximum impact for print medium.
The press ads needed to be more literal so they could be understood by consumers whilst maintaining synergies with the lead TV creative. Therefore rather than take the journey from hotel type to hotel type, the journey started with a thought or impending event, e.g. Bank Holiday, which started a flow of various thoughts and options for a breakaway eventually linking through to the hotel choices.
The thought process element and connecting bubbles ensured both press and TV worked together. For the first time this year, the press ads have featured in broadsheet supplement magazines which has meant the impactful colours used in the ad have achieved even better standout.
The Digital Dimension
To tie in directly with the TV advertising, expandable rich media ads were created for the digital campaign for the first time.
This enabled the ads to follow the format of the TV advertising but added the opportunity for consumers to interact with the hotel worlds and choose which type of accommodation they wanted to know more about. The visual creative used in the ads was an exact replica of that used in the TV advertising and aimed at grabbing the attention by encouraging the audience to roll over the ad and see what the hotel worlds were.
The rich media ads were the perfect way to engage consumers and direct them to the LateRooms.com website.
The launch of the online campaign was supported with a full take-over of the MSN homepage for 24 hours.
This brought the best out of the rich media ads by recreating the full setting of the TV ad and creating intrigue in the audience’s mind on a website renowned for its impressive traffic volumes. The layout of the site meant that there was a ‘window’ looking through into the ‘kitchen’ which mirrored the style of the advert.
Finally, the ads were supported by an interactive area on the homepage where customers could filter their search by a hotel type. This further backed up the creative style of the ads and allowed the customers to make a direct link between the ads and making a booking on the site.
The campaign is still currently running across all 3 mediums.
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