How can a banner emulate the feeling of a summer holiday? Virgin Holidays transformed a ‘normal’ banner by sending it on holiday contributing to a £2m increase in sales.
Case study summary
• Virgin Holidays used ‘challenger brand’ status to create a novel marketing concept
• Banner features old couple that ‘come to life’ and escape ad for a real tropical paradise
• Banner generated 6x the average click-through rate for the travel sector
The challenge
The January sales are particularly competitive for the cluttered travel industry, as people take their minds off winter by planning their summers.
Virgin Holidays needed to stand out and use its bold ‘challenger brand’ status to show how they make you feel like the ultimate version of you. How could a banner do justice to this feeling?
The solution
Agency M&C Saatchi London transformed a ‘normal’ banner by sending it on holiday. In a spoof of the boring, brashly designed ads you see every day online, our feisty old couple come to life and escape their banner for a real tropical paradise, inviting viewers to #FlauntIt themselves. Because even banners deserve a holiday.
The results
With 2.9M impressions, the banner generated 6x the average click-through rate for the travel sector and 96,841 site landings from people who saw it, contributing to a £2m increase in sales. That’s 5,000 more people heading off to #FlauntIt.
