Cleartrip
Or Travel On Cleartrip Sale
@Talented.agency
With Kaavya Shah, Pooja Manek, P.G. Aditiya, Prashant Gopalakrishnan, Sanket Audhi, Shreya Arora, Yash Dugar, and Gautam Reghunath.
Background and Objective:
In a competitive festive market, particularly during Diwali, Cleartrip aimed to stand out among travel, e-commerce, and retail giants. The objective was to increase flight bookings, brand consideration, and engagement by aligning travel with the indulgent spending habits of the festive season.
Role:
As a Creative on the campaign, I was a part of the team conceptualizing and driving the creative surround of the campaign.
Strategic and Creative Approach:
The strategy targeted Indian adults primed for exceptional discounts during Diwali. We leveraged the cultural shift from traditional celebration to indulgence during festivals. The creative approach was a print ad campaign that followed other sale ads, encouraging users to scan any sale ad to redeem equivalent travel discounts on Cleartrip, effectively turning every Diwali deal into a travel opportunity.
Execution:
Focused on innovative print advertising, the campaign utilized a unique scan mechanism to engage consumers, integrating travel into the Diwali spending spree.
Challenges and Solutions:
The challenge was overcoming the travel sector's overlooked status during Diwali amidst heightened consumerism for other goods. The solution was an engaging print ad campaign that cleverly made travel part of the festive indulgence.
Results and Impact:
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Business Objective: Disproportionate increase in flight bookings during Diwali.
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Marketing Objective: Increased consideration and preference for Cleartrip, translating into a significant uptick in brand interaction.
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Campaign Objective: 'More scans = More rewards' approach resulted in 25,000 direct scans worth INR 15 million, over 400% increase in brand mentions, 2000% increase in positive sentiment, 10 million+ reach in earned media, 52% increase in inquiries, 2.6X growth in organic app installs, and becoming the No. 1 travel app on the Play Store.