NO NEED TO FLY AROUND THE WORLD

In the world of #Instagram and #Facebook, where travel is a passion and aspiration for all, people are flying to faraway destinations much more in this decade than ever before. 

German Rail was feeling the pressure of this as 72% Germans were flying out rather than taking trains within Germany as they felt German destinations were boring.

Here is what German Rail and #Ogilvy did to fix the problem:

1. They identified great locations from around the world and juxtaposed it with a similar shot of a German location next to it to encourage Germans to holiday in their home country.

                                  

2. They used Facebook data and targeted travel enthusiasts interested in those specific destinations on Instagram and Facebook.

3. Through geo-tagging technology and Google Search, they served video ads to the audience, updated with real-time prices, comparing two gorgeous locations (one in Germany and one abroad), detailing the cost of travel from their closest airport to the foreign country.

Results: An increase of 24% in brand revenue. This is a great example of: 

• Using #insights to convert it into an idea.
• Then leveraging #data to sharply target the right audience.
• That ultimately results in #revenues, which is what matters.

So many lessons in this case study!

TRAVEL WITH BOOKS

If you are a book reader, you know that #books make us travel, giving wings to our imagination and perspectives to our thoughts. 

Lectura, a book store in Bolivia wanted to show people the power of reading. So they launched a print #campaign showing passports with visa stamps. The visa stamps did not belong to countries but rather to the titles of different books!

Pay attention to the titles on each passport and notice how smartly the three passports are meant to attract three different reading segment of customers - kids, teens and adults. 

I like the subtlety with which each ad ends - Go travel.

                        #communications #printad #advertising #kunalviews #travel #creativity

2013: #55wordstory Themes: Week 1

Theme: Illusion

He woke up with a startle.

Was this a nightmare? Or was this real?

Was he really lying on the hospital bed? Or was that also part of a dream that he was still having?

What was reality and what was an illusion was something he had to decipher.

The hash brownies had played their trick.

Theme: Passion

For ten years, she went to the beach every day. She felt the waves talk to her and come close to her, sometimes touching and caressing her body and sometimes teasing and going away. This was pure passion.

She stopped going to the beach, the day she realized that these waves will always go back.

Theme: Children

The first raindrop was enough to send us into a frenzy. Rushing out with our paper boats, ready to jump into puddles without a care about the world. No stress of daily rigmarole nor the rigour of the daily grind. Free spirit and a clean and creative mind.

Childhood was a great stage of life.

Theme: Sand

Ranbir was born with a silver spoon. All his wishes got fulfilled, making him believe that owning everything was his birth right.

When he started dating Radhika, he started getting possessive about her, which suffocated her.

He did not realize that a relationship is like sand – tighter the grip, sooner it goes out of hand. 

Theme: Dust

It was brought home with great fanfare. The entire neighborhood came to congratulate us. Soon, it became an integral part of our lives, with all events happening around it. It was witness to our joy and sorrow over the years.

Today, the black and white TV is gathering dust with no-one willing to buy it.

Theme: Invent

Churning out stories from thin air!

Creating something on a page, where nothing existed moments ago. With every word, a chain is formed. A series of such chains is what leads to a creation. Sometimes the word limit of 55 keeps the chain small. But, if this is not an invention, then what is?

Theme: People

There were hundreds of them. All had come together to show their humane side. Each of them believed that they were a good human being. As soon as they entered the alley, they were greeted with a row of mirrors. Not a single reflection of people. Each mirror reflected a beast, their inner evil!