Agoda has partnered Saatchi & Saatchi Singapore to launch a major integrated campaign targeting Indonesian Millennial travellers.
The #agodabasecamp campaign embraces the idea of the travel accommodation as the starting point for travellers as they embark on transformative travel experiences. The six-month campaign was conceptualised by Saatchi & Saatchi and features TV advertising, thematic and tactical digital banners, KOL engagement, social content strategy, and a campaign site to drive conversions.
The team at Agoda undertook in-depth research to understand the mindset of Indonesian Millennials and uncovered data that revealed that Indonesian Millennial travellers are increasingly seeking out more diverse and inspiring travel experiences, with a preference for local destinations. Approaching the data from multiple angles led to the idea to centre the campaign on the deeply rooted notion of base camps as the launch pad to new experiences.
To bring the campaign to life, Saatchi and Saatchi tapped on director and avid traveller Vincent Urban for the creation of the TVCs, whose unique transition techniques perfectly captured the raw energy and thrill of travel.
Urban showcased his unconventional shooting style through his creative use of common items, such as the use of a skateboard instead of a camera dolly. The team also engaged Pariwat Anantachina, the Thai visual artist, to develop the key visuals that are featured on the game site, social content and display ads. A keen traveller as well, Pariwat was able to draw on his own experiences to capture the personality and character of each city, and weave the intricate details together to form a visual masterpiece.
“A lot of travel advertising is pretty generic but we believe that the Millennial traveller is more demanding than that. We needed to do something bold and creatively engaging and Saatchi & Saatchi has done a good job, not only with the film, but across what is an innovative campaign plan, including the mobile game and some cinemagraph display we’re very excited about,” said Andy Edwards, global director brand & communications, at Agoda.
He added “We’re a company that believes in experiments and Saatchi & Saatchi have worked with us hand in hand to deliver a wide range of creative variations we’ve been testing and optimising, to such a degree that the team at YouTube have said it’s one of the most full-on projects they’ve been involved with. We’re kind of proud of that.”
Lou Dela Pena, CEO, Publicis Communications Singapore, said, “In many ways, it is the perfect partnership – the creative audacity that is a hallmark of work produced by Saatchi & Saatchi, and a brand which has disrupted the travel industry as we know it, time and again. I am excited to see this campaign take flight which will no doubt leave an indelible mark on the creative scene.”
Based in Bangkok, Agoda is part of the Priceline group and is one of the largest online accommodation booking platform in Southeast Asia with over 43,000 properties. The #agodabasecamp campaign, led by Saatchi and Saatchi, is supported by Ogilvy PR and Mediacom as the PR and media agency respectively.