Online Ad of the Week: Booking.com ‘Best 2016 ever’ (US & UK)
Booking.com has launched a new campaign, entitled ‘Best 2016 Ever’, that aims to remove the doom and gloom of New Year’s resolutions and encourage people to turn their New Year’s resolutions into reservations.
The idea is that everyone should make reservations not resolutions, in order to actually live their dreams. At the heart of the new campaign is a tool that does just this; the Resolution Translator is a mobile-first interactive service that translates tedious resolutions into affirming travel-based goals. For example, why would you want to just lose weight, when you can lose weight and then commit to showing off your hot new bod in Costa Rica?
Created by Wieden+Kennedy Amsterdam, the campaign also includes a 30-second movie-style trailer TVC that depicts the epic travel possibilities 2016 holds, along with online and social executions. All of which drives to www.best2016ever.com and encourages people to take action with the Resolution Translator.
Upon visiting the Resolution Translator, users are prompted to enter their 2016 resolution; the tool will then immediately serve up a unique translated resolution that combines bettering ones self with a travel aspiration. The personalised result is then shareable across social media.
“Knowing that the New Year is always a time where people set resolutions of all types—with many inherently linked to travel – we wanted to create something to help people uncover the coolest places to visit and help them make their resolutions a success,” says Pepijn Rijvers, Chief Marketing Officer, Booking.com. “We want to go beyond the ordinary and our Resolution Translator is just one way in which we are leveraging the power of technology to help people experience the world.”
Check out the TVC below: