B2C Campaign CaseWereldticketsSimply the cheapest tickets.Client Personnel: Hicham IssaoutiBohemia Personnel: Marco de Boer Bas Huissen Tom Lawrence
SituationWereldtickets.nl is a Dutch online provider of cheap airlinetickets, hotels and rental cars.Wereldtickets.nl is relatively new in the travel industry;unknown and therefore not considered as a possible provider. e travel industry market is dominated by four majorcompanies who have huge budgets for TV advertising and full-year billboards campaigns. “How can we become a knowntickets provider as fast as possible, even if we don’t have largebudgets?” Small change doesn’t mean in little creativity, we say.
Target• Increase website tra c.• Add Wereldtickets.nl on the map of ticket providers.Target group• Everyone who’s searching online for (cheap) ﬂight tickets
StrategyIn a competitive market, it’s hard to get noticed with littleresources. e competition is battling for market share withlarge campaigns. erefore, with the little means wereldtickets.nl has, they haveto stand out to get noticed. ey have to pull a small stunt andmake use of social media to reach the set target group. So let’scrush the competition and show that they’re not as cheap asthey claim.
Concept e chosen concept ‘Protest’ is based on the fact that thecompetition is adding costs to the fare in extra layers.We say K.I.S.S.: Keep It Simple and Stupid. Let’s tell the truth;“ e cheapest tickets are wereldtickets.nl”. We do thisconﬁdently, free of frills and wild colors, but as large as possible.In the elaboration of this concept, the images of people holdingplacards come into focus on top of competitors’ ads. eseplacards stand out against a background where the colors, fontsand logos of competitors can be seen.
Visuals e cheapest tickets are Wereldtickets.MediaRadio | Outdoor | Online
ResultsFor days Wereldtickets was a trending topic on Twitter. Peopletweeted about the billboards and the annoying radio commercial.During the campaign site visits and bookings onWereldtickets.nl increased 8 times.
Make a Mark.For more information:Hugo Kalf firstname.lastname@example.orgKyra Roest email@example.comBohemia AmsterdamSint Pieterspoortsteeg 23a1012HM Amsterdam, Netherlands+31 20 42 33 555bohemiaamsterdam.com