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4320 LA/SYD

Issue 16 | September 2010

Agency

DROGA5 Sydney Australia

Creative Team

Executive Creative Directors: David Nobay, Sudeep Gohil; Senior Copywriter: Ben Akers; Senior Art Director: Ben Smith;

Production Team

Agency Producer: Paul Johnston; Director, Digital: Brett Mitchell; Agency Producer: Roy Di Giorgio

Other Credits

Account Directors: Nicolas Kettelhake, Liz Ainslie

Date

2010

Background

V Australia wanted to encourage more people to fly to Los Angeles from Australia with their “3 Day Deals”. The task was to remiond people that LA was actually “do-able” in three days. The perception was that it was too far, too expensive and just too hard.

Idea

To demonstrate how much you can cram into three days in LA, print, radio and online ads set out to find three energetic Aussies who would fly to LA for 72 hours of non-stop action. The catch was, they had to twitter every minute of their trip. 4,320 tweets per Aussie.

The intention was that people would be steered to the website, where the tweets fed live, where there were pictures and links to the main V Australia homepage with more information about what V Australia had to offer.

The use of Twitter to fuel the campaign tapped into the mindset of the target market in a way no other medium could. It was new, immediate and its freshness translated both to the brand and destination.

Results

Over three weeks, the website recorded: Over 67,000 visitors, over 55,000 unique visitors  and over 175,000 page views

Average time on site: over 3 minutes.

Nearly 50% click-through rate to the “Flight Deals” button on the website.

The film of the stunt became a mini-documentary for the airline’s inflight entertainment and was taken up by cable Channel V.

The take-up of the deal was so successful that the offer was reversed and three Americans invited to Sydney to do the same.

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