Booking loves

A global content program

Booking.com has the most effective online conversion funnel in the world. Which is mainly the reason they’re the number one accommodation site. 

Money is cool and all that but it didn’t buy them any brand love or loyalty amongst their audience. So we set out to build it.

From Booking.com’s data we learned that bookers searched their site based on passions rather than destination. Visitors searched for ‘Surfing’ instead of ‘Bali’ in the booking search engine which told us, they travel for passions, not destinations. “Booking Loves” was the first data-lead, multi-platform, global content program that told the stories of people and their passions.

To ensure that people actually watched it we collaborated with Google & VICE to identify seasonally relevant themes and passions through their data and build our ideas on this. Sounds boring I know but it ensured succes up front, which is something clients tend to like.

We translated all those numbers in the stories of two Ramen enthusiasts visiting the only Ramen restaurant in the world with a Michelin Star, at a time where Asian Food & Ramen were more popular than ever. Or we saw a Klimmt enthusiast see ‘The Kiss’ for the first time as a romantic surprise by her boyfriend in a time where the audience has the most interest in romantic city trips for example.

It resulted in making people, hungry, cry and even inspired them to make the actual visit, if we have to believe the comments. On top of that we got an audience with an attention span of 7 seconds to watch 4 minute videos, for at least 93%. So for 3:45 minutes, they weren’t checking insta, snap or Worldstar but looking at a video made by a brand. Which obviously I didn’t believe, but when Google checked it thrice I gave in. 

Data and big data were hot topics in the creative community and we showed that with the right approach it’s not the final nail on the coffin of creativity but, in fact, a valuable tool to ignite it and produce meaningful content.

TLDR: We made a global content program that people celebrated, shared, got them travelling and leaving them asking for more.

Nomination - Spinawards Content
Nomination - Euro Effies Branded content
Nomination - Euro Effies Leisure & entertainment
Nomination - Crossmedia Awards