In 2024 TravelSupermarket returned to brand media for the first time since 2019 with a national TV and radio campaign which continues to go from strength to strength in delivering web sessions. The challenge the client presented us with, was how to bring the brand to life in a more organic way, in a way that would turn heads and spark conversation about the brand. We knew that there is a strong client base in the north west, and we thought OOH would present an ideal opportunity to capture the public’s attention with a larger-than-life show-stopping, special build!
Objectives
The brief was an exciting one, the client was looking for a way to build on their TV campaign, with more organic experiential opportunities that could stimulate more buzz and interest in TravelSupermarket. It had to be something that was impactful enough to stand out and engage with the public.
We had been looking at the potential of an OOH campaign and we loved the idea of special build from the beginning. After seeing some of the creative ideas generates by Meanwhile, the creative agency, we realised we were all on the same page and our collaboration provided the momentum to bring this campaign to life.
We had already identified an OOH Special Build as our key focus in developing a ‘one-of-a-kind’ showstopping format that would captivate the public, with something they have never seen before, and showcase TravelSupermarket’s fun side. This we hoped would the generate organic interest as people stop, take pictures, and share reaction on social media. We also ensured to captured professional photography to document the build and give us content and assets that could be shared far and wide through the clients PR team, and live long beyond the build itself!
To realise the concept required innovation, testing, and a little risk!
After some early concepts were bypassed for health and safety reasons, our creative direction took a turn towards a surreal supermarket trolley stacked with a ludicrous variety of exotic inflatables. While the idea was totally bonkers, we liked how it provided a perfect metaphor for the excitement of planning a holiday, and portrayed the vast number of holidays available to compare on TravelSupermarket. There were limited media partners capable of achieving such a build, and no previous examples to follow. Undeterred, TravelSupermarket would become the pioneers of the ‘multiple inflatables’ special build.
Strategy – Execution
The client was also delighted with the result; “In TravelSupermarket’s 20th anniversary year, we wanted a truly integrated, above-the-line campaign, to keep awareness of TravelSupermarket high throughout key holiday booking periods of 2024 and this new activation brings some badly needed sunshine to Manchester!” TravelSupermarket CMO Steve Seddon.
There has been great reception on Linkedin, and we continue to see artwork being shared internationally. Brightening peoples day from Manchester, of all places!
