lastminute.com.au has worked with Eleven on an integrated campaign to gamify the trip experience, launching Cards of Spontaneity.
The social media, radio, PR and influencer campaign serves as inspiration for Aussies to embrace their spontaneous side, following new research from lastminute.com.au that shows many Aussies have lost their famed adventurous spirit and are more likely to stick to their routines than book a spontaneous holiday.
The lastminute.com.au Cards of Spontaneity, asks players to pick one card from each of the three colour categories until they’ve cooked up the most epic trip imaginable. The categories include ‘I wish I could’, ‘At’ and ‘With’ and are designed to encourage Aussies to start thinking outside the holiday box labelled ‘bleeding obvious’.
Through the tongue-in-cheek card game, players can pull out any combination from doing a #shoey at a party in Mykonos with someone you met online to salsa dancing down the Champs-Élysées in Paris with your lover.
And of course there’s no smoke without fire – or in this case, no cards without reason. With research conducted by lastminute.com.au revealing work is getting in the way of being spontaneous for 52 per cent of Aussies, while 62 per cent love routines, with women (58 per cent) the main offenders.
Amanda Behre, Director, Brand and Marketing at lastminute.com.au said, “At lastminute.com.au we are all about inspiring Aussies to break free from the over analysis and planning which can often come with booking travel.
“Given spontaneity is at the heart of our brand, when we saw the research we knew something had to be done to get Aussie living more last minute. As we near the silly season and the end of year craziness that comes with it, the campaign is designed to encourage Aussies to embrace their inner free spirit by just saying yes to that one last trip of the year”.
Consumers can play the game via a digitial version hosted on lastminute.com.au’s Facebook page. Designed for social sharing, players are encouraged to play the video, take a screenshot of their three card combination, say why their spontaneous trip would be epic, plus who their unsuspecting travel buddy would be and post it on the lastminute.com.au Facebook page for their chance to win a trip of their own. Consumers can also pick up their own set of cards through Cassanova crosses hosted by radio partner NOVA 96.9.
Roberto Pace, Managing Director of Eleven said, “We know Australians love to travel but being spontaneous doesn’t always come easy. This campaign is designed for sharability, to get people out of their comfort zone and get them thinking about travel and experiences in a new and exciting way”.
CREDITS
PR Agency: Eleven
Managing Director: Roberto Pace
Creative Director: Russ Tucker
Group Account Director: Fiona Milliken
Account Director: Jade Glashoff
Account Manager: Ali Bates
Senior Account Executive: Julia Buckland
Account Executive: Asheden Hill
Creative Team: The Cavemen
lastminute.com.au
Senior Brand Marketing Manager: Darren Potter
Director, Brand and Marketing: Amanda Behre
Social Media Manager: Nicole Redfern
Head of PR: Megan Smith
PR Manager: Sarah King
