It being holiday season, I decided to do some reading in the transport & tourism section on Warc.
Brands are embracing an emphasis on context: Uber, for instance, has found out how to talk to drivers in Hong Kong, literally, and get them talking. Similarly, the UK's tourism agency took to Weibo with great success among its affluent target audience.
Though the sun is out, consumers are still glued to their mobiles: Booking.com has found almost a third of their bookings take place on smartphones. Indonesian marketers, in particular, have heeded this trend, with mobile adspend increasing 200% this year. Below are some of the things I learned this week.
- Visit Britain, the UK's national tourism agency, targeted young, affluent Chinese consumers with its Great Chinese Names for Great Britain campaign – with the campaign getting over 300m views on Weibo (the Chinese version of Twitter) and 77% of respondents saying they recalled seeing the campaign.
- In Hong Kong, Uber recruits over 50% of their drivers via word of mouth and are optimizing their offline funnels to boost conversion of their WOM recommendations
- In Asia, Booking.com sees over 50% of their search activity and 30%+ of bookings taking place on mobile
- Tigerair, the Australian low cost airline, created its Infrequent Flyers Club, targeted at people who don't fly much and who want to pay as a little as humanly possible. "Don't fly much? Join the club."
The campaign resulted in an additional 9,142 seats sold within three months, generated over $2m in revenue, achieving an ROI of 363%
- And finally – the music for BBDO Guerrero's 2012 "It's More Fun In The Philippines" campaign ALWAYS makes me smile – and more importantly, want to go there on holiday. #longtermeffectiveness