Campaign of the Week – ‘Stop Holiday Spam’
Welcome to my first Gertrude and Ivy blog post which I have named: ‘Campaign of the Week’.
As an agency we discuss and debate current campaigns that have caught our attention, either for their genius insight and execution, or equally for their misjudged proposition and art direction. My weekly blog posts will be a positive showcase of campaigns which we feel deserve recognition and analysis.
Whilst the delivery and execution of the campaign may be a little irritating for some of us, there is no denying that it is based on a gem of an insight which resonates with the youthful target market of this brand: when you’re on holiday you show how wonderful your trip is via your social feeds and when your friends are on holiday, they fill up your feed with their wonderful holiday snaps – cue holiday envy.
With Instagram and other ‘photograph-improving’ apps booming in popularity, the sharing of stomach-churningly wonderful holiday photographs on social networks has reached extreme proportions. #braggingrights.
The only thing that gets in the way of this gloating exercise are the extortionate roaming costs we have all become used to paying when we travel. Well now 3 Mobile are removing those costs (in 16 countries at least) – so we are free to point, shoot, post and share until our hearts are content – hurrah!
The majority of the campaign budget was invested in a variety of spoof TV spots, apologising for the bombardment of ‘hot dog legs’, ‘plane wings’ and the ‘hashtag no filters’ – nicely written!
But the really smart stuff, as always, takes place online and on social (naturally, as this is where the clever people tend to congregate): this spoof website was launched and spotted by team G&I: http://www.stopholidayspam.com/ and Twitter users were encouraged to tweet their holiday snaps with the hashtag #HolidaySpam. The 3 Mobile Twitter handle has been @replying to the best snaps with a personalised ‘Violation’ message.
Immediate. Personalised. Engagement – tick!
Both 3 and non-3 Mobile customers have taken this into their own hands and generated new and creative content which has bolstered the reach and coverage of the campaign over and above any realistic potential media spend. Emma Jane (my new colleague) calls this the “holy grail” of social media marketing.
As fans of 3’s other recent advertising works such as ‘Singing Kitty’ and the joy that was ‘The Pony’, we should have known they would have delivered another gem for our viewing pleasure. Now all we need to do is book our own holidays and get HOLIDAY SPAMMING!!
The questions is, where should we go on our holiday? Any suggestions greatly received – get in touch using the hashtag #GIHOLIDAY @GertrudeAndIvy