Travel review portal HolidayIQ.com has rolled out three ad films inviting users to post reviews on the site. Three films conceptualised by Propaganda India went on air 11 September.
One of the films (above) features a young man who has landed in a foreign land wearing summer clothes. To his surprise, it begins to snow. A super says, "Landed in the right place, but at the wrong time ?” A voice over surmises, “Write a holiday review. Holiday IQ.”
The other films follow on similar lines. One of them features a lady traveler who has discovered a pet-friendly hotel. A chef dotingly serves her dalmatian at the table.
Another features a man 'discovering' an 'Everest Dosa Camp' and relishing the fare cooked by a local.
Both the protagonists are invited to write a holiday review in the spots.
Sushant Sreeram, VP - marketing, said, “HolidayIQ was getting onto TV for the first time and with a message that didn’t ask the viewer to buy or sell something. While the media weights behind this campaign were limited, we employed a bunch of techniques on both the creative process and the media plan to ensure we maximised outcomes."
"On the creative development front, we were sure we wanted to develop ‘advertising for mobile audience’. In an age where Indians are predominantly consuming content (including commercials) on their mobile devices, attention spans tend to be limited and our creative had to deliver both the message and recall effectively. We went with crisp 10-second commercials forcing us to be really sharp with the script. We built not one but three creatives to showcase a variety of situations where one could pull out their mobile and share that holiday moment through the HolidayIQ mobile app,” he added.
Venkatesh Nadhan, creative partner, Propaganda India, added, “A 10-seconder is a challenge and three of them, even more! The three films are the result of spending more time on finding the holiday insights rather than figuring out a twist for the story. We successfully found the right trigger points to get people to start writing their travel stories. They figured out the app, without us screaming download the app. Every Indian has a holiday story to tell, now they know where to tell.”
Creative agency: Propaganda India
Creative director: Venkatesh Nadhan
Production house: Format Production
Directors (film): Venkatesh Nadhan, VG Baskar