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Flight Centre
Darrell Lea
TAFE Queensland
Passage Foods
Launch the Flight Centre Cruise campaign, whilst integrating seven Cruise partners (P&O, Royal Caribbean International, Carnival, Holland America Line, Princess, Virgin Voyages & Celebrity Cruises)
Build awareness of Cruise and drive consideration and purchase
intent for cruise travel amongst family and couple market segments
As a heritage Australian brand, Darrell Lea traditionally over-index with older consumers who remain the heartland of the brand. This pattern is in contrast with the category, which generally attract younger consumers particularly pre family and family demographics. There was therefore an opportunity to expand Darrell Lea’s appeal to engage with younger audiences, whilst maintaining a connection to our core consumer.
Augmented advertising is becoming more readily available for advertisers to use, and the technology and tools used to create it are now made available through both Facebook and Snapchat. We chose to utilise Snapchat as the platform of choice and worked closely with the team at TAFE Queensland to develop a Snapchat lens that empowered the possibilities of augmented reality, excited and engaged a young audience while still generating brand recall.
The Snapchat lens has the ability to turn the average selfie into a whole new world of possibilities, overlaying effects and animation to the user’s face and surroundings. We built the execution around the concept of the user becoming a fortune teller, looking back through the phone screen at its user and ready to predict its future… career!
The final part of the strategy was to reinforce the brand and drive direct response. We did this by retargeting anyone in the Snapchat feed who had engaged with the lens using a variety of vertical, 10 second industry videos. The outcome was a 12.2% swipe up (click through) rate, far exceeding benchmark.
“Rapid Media continues to show so much flexibility, innovation and a deep understanding for who we are and what our brand is. I could not be prouder of the work they continuously deliver and the role I get to play amongst it all.”
Kate Creevey, Senior Digital Campaign Officer
Value share for Passage to India for the campaign period was the highest in history. Sales increased nationally as a direct result of the television campaign. Feature product sales from the warehouse tripled during the campaign period. Key competitive share during the same period reduced significantly.
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