1. Client: Lastminute.com
Date: 7/12/09
Title: What are you waiting for? Campaign
Brief: Use ambient media to connect lastminute.com to people’s
spontaneous use of their free time.
Objectives:
• To drive people to the website.
• To get people to buy something spontaneously, or at the last
minute.
Target Audience: Adventurous, disposable income, from any age
group and living in the UK
Client’s Considerations:
• Ideas need longevity to be memorable, original, engaging and
ideally show campaign-ability or the potential to grow over time
and in different forms.
• Lastminute.com is an imaginative organisation widely recognised
for its fearless approach to changing the rules. This must be
reflected in the work you produce.
• Calls to action should feature the strapline ‘do more good stuff’ or
‘get more good stuff.’
• Whatever the solution, you must ensure that your audience knows
who the communication is for, as the whole point is to drive
people to the website and get them to buy something
spontaneously, or at the last minute.
Creative Strategy:
• We want to target both aspects of the lastminute.com, ‘going out’
and ‘going away.’
• We want to create advert advertisements that will make people
stop, look and visit the lastminute.com website.
• We want to drive people to the website and keep them there by
creating several components they can click on and enjoy from
ultimately anywhere, even their mobile phones.
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2. Concept I
Title: Ambient Ad Campaign: Large Scale Stickers with 3D Props
The idea using large scale stickers makes this campaign quite
portable-- a sticker can be placed almost anywhere. Adding three
dimensional props to the stickers gives the campaign another
interesting element and makes it ‘pop’- literally. A key component of
using the readymade objects is using the ‘lastminute pink’ in all the
scenarios.
Locations we will place the ads include: tube stations, bus
stops, Leicester Square, inside the buses or tubes and inside mall food
source. We want to target locations with the largest amount of traffic
for the target audience we are looking for.
There are six themes to the ad campaign that coincide with
what lastminute.com has to offer. They include the ‘going away’
aspects to destinations like the beach, skiing and golf, as well as the
‘going out’ aspects like: spa/ relaxation, entertainment/ theatre/
concert and couples/romantic spots.
To further execute this concept, we have provided some
examples of how location and theme will look.
In this example, we
transformed one of the poles
in a tube car to a palm tree.
We added the ‘lastminute
pink’ to the pole as well as a
sticker to the floor. Plastic
palm tree leaves we added to
the top of the pole to further
emphasize the palm tree/
beach experience.
Leicester Square seemed to
be the perfect spot for a sand
castle, especially on those
gloomy London afternoons
when you want to be at a
beach. We added a large
scale sticker, fully taking
advantage of the large space
in the square, and built a
‘lastminute pink’ sand castle
on top of the sticker. This
gives viewers the opportunity
to interact with the advert
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and maybe even build
something of their own.
3. In this example, we
transformed a bus stop into a
lastminute.com golf getaway.
We added a large scale
sticker to the side of the bus
stop and continued it on the
pavement. An actual golf flag
and stick was added to the
advertisement in the
‘lastminute pink.’
Other examples:
Bus Stop: Adding a large scale sticker to the side of a bus stop with a
view of the mountain. We would also lean plastic ‘lastminute
pink’ skis to the side of the bus stop, further advancing the
iconic colour with the brand.
Mall: In the food court of a mall, for example Westfield Mall in
London, we would add ‘lastminute pink’ candle sticks or a
chandelier to a table and cover the table with a lastminute.com
sticker.
Train Station: Place ‘lastminute pink’ massage chairs in a tube station
with the logo. Those who are passing by from their busy day
at work will then realize that maybe it is time for a break and
they can then book a massage through lastminute.com.
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4. Concept II
Title: Internet Campaign: Viral Video and Smart Phone Application
Viral Video:
A promotional video that allow people upload their pictures and
create dancers that put them in different scenes, like hula dancers, which
they then can send as e-cards to friends or family. There will be a link on
www.lastminute.com website where people click to create their own
dancing images and HulaYourself. Inspiration for this comes from the
company JibJab (http://www/elfyourself.com.) The image will look like a
postcard saying Greetings from…, on a beach setting and the face of the
dancers will have the personal photos you uploaded. At the bottom is
lastminute.com logo, in ‘lastminute pink’ and the tagline ‘Get more good
stuff.’ They can then click the logo and it will direct them to book or
purchase something from the website.
After you ‘HulaYourself,’ viewers are given the opportunity to
send it to 10 of their friends and family members; they are then able to
make one of their own. Ultimately this will contribute to getting
lastminute.com’s brand and website into the public.
This is an example of what the lastminute.com viral video would
look like. It will feature the photos the viewer uploaded of their
friends and family hula dancing on a beach setting postcard.
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5. Concept II
Title: Internet Campaign: Viral Video and Smart Phone Application
Blackberry and iPhone Application:
This part of the campaign is geared towards people who own
Blackberrys or iPhones. We created an application that Blackberry and
iPhone users can download that will take them directly to the
lastminute.com site. In turn, it will encourage them to buy something
from lastminute.com spontaneously on their phone, for example, on the
tube ride home. The first concept of this campaign, the stickers and 3D
props, assist in driving people to the lastminute.com website, where they
will then see a link to download the application to their Blackberry or
iPhone. After downloading this application they will then receive 10%
off their next booking with lastminute.com.
Mock of Blackberry application.
Mock of iPhone application.
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6.
Mock of website showing both aspects of the Internet Campaign; Viral Video and Smart Phone Application.
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7. Recommendation
Ambient Ad Campaign: Large Scale Stickers with 3D Props
• Eye-catching and attention grabbing; the viewer will take notice
of a sand castle in the middle of Leicester Square on a dark and
dreary day.
• Features the ‘lastminute pink,’ which is iconic for the brand and
contributes in remembering the brand.
• Interactive; the viewer can play with the sand, sit in the massage
chair or at the table in the food court, etc., this is essential in brand
identity. The viewer will remember that they interacted with the
ad and link their experience to lastminute.com.
• People will see aspects of the campaign throughout their work
week and want to go somewhere on the weekend-- whether it is
‘going away’ or ‘going out’ they will want book something and
will spontaneously at lastminute.com.
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