Wotif.com explores how adults and children look at holidays in new social experiment via Poem
Poem has launched the second phase of Wotif’s content-led brand campaign, exploring how adults and children look at holidays.
According to Wotif research almost all Aussies (93%) agree that making memories is more important than receiving presents under the Christmas tree this year. However, parents seem to still be stressed when it comes to holidaying, with two-thirds (63%) admitting to having negative feelings in the lead up to going on a family break.
This insight formed the basis of a social experiment focusing on three young children, each capturing their holidays through their own eyes to reveal what holidays are like when viewed through the eyes of kids. The resulting videos highlight how important it is to capture the little moments. The content will be supported by PR, social media, retargeting, programmatic and shown at selected Moonlight Cinema screenings as a 2016/17 sponsor.
Says Amanda Behre, director, brand and marketing, Wotif: “Holidays are one of the few times parents and kids get to escape day-to-day life and have fun together. This social experiment not only shows how kids live in the moment and appreciate the simple things about holidays, it is also a reminder in the lead up to the Christmas period that it’s not just about receiving gifts, even for kids, with creating family memories incredibly important.
“Whether it’s spending hours playing in the resort pool, the novelty of late night pizza and ice cream, or the family car trip games, families don’t need to break the budget or travel far to escape. Even if it’s just a quick weekend away, kids really do appreciate those little moments spent with mum and dad without the distractions of daily life.”
Says Matt Holmes, co-founder and director, Poem: “We wanted to move away from the successful comedy focused content at launch, and dial-up the emotion as we come into the key Christmas and Summer travel period for families.
“The process of setting this up with Versus and the Wotif team has been really special. From first identifying the families, working with the kids before their trips, to ensuring we captured the genuine reactions on reveal day. The raw footage captured by the kids was also more beautiful than we could have hoped for so seeing the parent’s reactions was priceless. I’m confident that the result will strike a chord with our intended audience and we’re going to be agile in monitoring what components resonate the most throughout the campaign period and alter support accordingly.”
Holiday filming tips, tricks and kid-friendly advice has also been created for the brand content hub, www.wotif.com/wotifinsider, to help even more Aussies to focus on the little moments that matter, and create new memories over the Christmas and Summer holidays.
Campaign creative, social strategy, Facebook media, PR: Poem
Video production: Versus media
Client: Wotif.com
Director, Brand and Marketing: Amanda Behre
Senior Brand Marketing Manager: Darren Potter
Social Media Manager: Nicole Redfern
Head of PR: Megan Smith
PR Manager: Sarah King
2 Comments
wot if we copied both apple misunderstood tvc and anz ‘pocket money’ and mashed them together ?
Great insight and emotionally powerful. It’s a pity it won’t be aired on mass media TV where people will actually see it and respond to it.
Come on wotif, you’ve got the content there now – cough up and run it on TV and you’ll get a serious ROI.