The campaign, called ‘Do it For the Stories’, puts the consumer (instead of price or speed of search) at the heart of icelolly.com’s communications. In the longer term, the campaign will consist of TV, social, OOH and direct response elements, all designed to create an emotional connection with people shopping for their next holiday, as well as convert them at the right time.
Activity kicked off on Boxing Day 2018 with a series of TV spots, made with real-life user-generated content.
Ross Matthews, chief marketing officer of icelolly.com, said, “Impero took our initial challenge, of creating a TVC campaign that highlighted the range of holiday package opportunities icelolly.com has to offer, and quickly evolved it into essentially redefining our brand purpose – internally for the brand team, and externally for consumers. We’re really excited to launch this campaign together.”
Lara Groves, associate creative director at Impero, said, “Our approach invites everyone who interacts with the brand, at any level, to embrace the spontaneous call of itchy travel feet, the long-awaited pay-offs of careful planning, and those instances where the utterly unexpected happens – because it’s these moments that truly bring our holidays to life, and live on in our memories for years after the event.”