95% IMPROVEMENT IN THE CAMPAIGN RESPONSE AFTER 3 MONTHS ON TV

Explore Worldwide had never advertised on TV before. They wanted to test to see what impact & results it would have to their campaign. Explore wanted a brand building TV ad that would drive traffic to their website and advertise their latest offer. It was quite a challenge was we had a very limited budget to work with and little time until delivery. The main hurdle was breaking the preconception that these group trips were for 'old' people. We crafted the creative strategy around the brands copyline 'Once-in-a-lifetime Everyday'. The idea was to showcase the emotional excitement felt on the day of setting off on a long awaited trip. Maximising the budget, we tell the story of a mum and daughter saying their goodbyes to each other by a waiting taxi bound for the airport. We deliberately lead the view to believe that it's the daughter who is setting off, only to reveal it's actually the mum! A 1x 30 TVC and a 20" Portrait Digital were created.

Agency: Fall Off The Wall

Creative Director: Marlon Griffin

Producer: Laice Gregory

Lead Motion: Mark Wingell

Production Company: Paragon Pictures

Director: Jay Booton

DOP: Sam St.John