Online travel agency Expedia rolled out an ad campaign to woo their Indian customers and acquire new shoppers to the site.
The spot, conceptualized by Taproot Dentsu, opens with a young couple on a beach where the girl is trying to persuade the guy to stand still until the wave hits the shore. The guy appears scared, but once he gives in, he actually soaks in the experience and is happy to overcome his fear.
Titus Upputuru, creative head, Taproot Dentsu said: “Unless we try something, we will never know. This is the key insight we developed into a campaign where the protagonists try out things that they’ve never tried before. As a result, they end up discovering experiences that they thoroughly enjoy. Not only that, once ‘bitten’ by the experience, the protagonists don’t want to stop. We hope new consumers try Expedia.co.in and find to their delight and surprise, exciting experiences.”
Manmeet Ahluwalia, marketing head, Expedia India said: “The brief given to the agency was to showcase and address trepidation, hesitancy and state of inertia that keeps consumers away from trying something new in life and the associated surprise, joy and contentment of that new experience.
"Our aim with this campaign is to encourage new users to visit and experience Expedia and generate awareness amongst the consumers about our zero booking fee on flights and free cancellation on hotels, in order to help the consumers save money and ensure a pleasant experience while managing their travel."