Background / Objective:
Expedia Hong Kong extended the wild and hilarious promotional style from its last campaign, again by starring internet celebrity Tat Gor (達哥) to promote the new ‘20 Days Deal’ campaign. The mobile campaign is targeted to travellers, particularly the millennials, and emphasized the hotel discount deal is applicable to ticket booking within 20 days, which allowing more time and flexibility for consumers to select hotel preference.
The new mobile campaign utilized original TVC creative and recapped the highlighted part in a Tap to Video format to be compatible to play on mobile web platform, as shorter video ad tended to resonate with the millennials. The creative enable branded content to be displayed on top of the promotional video to address the key message of the promotion with a call-to-action button to tempt audience to making booking right away.
Tap to Video
May 30 – June 5, 2016
Media Planning: Mindshare