lastminute.com UK & IE: advert-body-3 by Publicis London

Lastminute.com is launching a pan-European multi-channel marketing campaign designed to position the brand as a creator of memorable experiences. Making a significant brand investment across the UK, France and Italy, the 'Whatever Makes You Pink' campaign will be rolled out across all customer touchpoints, focusing on social media and digital channels.

The move comes as Lastminute.com celebrates its 20th anniversary. This will be Lastminute.com’s first social-led campaign and will initially launch on Facebook and Instagram, including Instagram Stories, with short videos and a number of specially created ‘Flamojis’ featuring the Flamingo – the campaign protagonist built by the campaign agency, Publicis London, using CGI technology.

The campaign starts by highlighting how flamingos are born grey and then ‘turn pink’ doing what they love – eating shrimp – with the creative complementing Lastminute.com’s iconic pink identity, drawing inspiration from experiences enjoyed while on holiday that are fun and allow you to reconnect with the ‘Pink’ side of life. Extensive social media activity, centred around the hashtag #WhateverMakesYouPink, will be supported by multi-channel activations, including OOH activation.

A new TV advert is also set to air in the UK, France and Italy in March with the intention of inspiring people to travel and enjoy experiences that will make them ‘pink’ – just like the Flamingo. The adverts, created by Publicis London, will air across a number channels in popular slots, for maximum reach and exposure.