Counting down with Sunweb

Yf Brodala
Reading Time: 4 minutes

A Sunweb campaign that brings perspective to our customer

Introducing ‘Counting Down’

1. Strategy

We all need something to look forward to in life, a perspective. In fact, a healthy sense of “anticipation” can often help energize our lives, and even help us get through tough times. While living in the present is a very beneficial thing – sometimes the present can feel a bit annoying, frustrating, tedious, or intolerable. Like these Covid-19 times, we are living in.  When we find ourselves in those less-than-ideal present moments, having something to look forward to in the future can give us the motivation and persistence to keep moving forward even during those difficult times.

The longer the virus is here, the longer we are caring about our freedom. We can live with the temporary pause button. To hold the button, we are in the need of a perspective. We deserve a holiday. We need a holiday.

Everybody is waiting

Now that all over the world vaccination starts people are already a bit more positive. Customers might not be booking already but they start or are orientating. They are looking forward to again having those typical holiday moments they had to miss in 2020. People are counting down the days until that the lights are green (or destinations are yellow) to go on holiday.

2. Creative strategy

Starting the campaign with a call to action with a hard sales message will fall flat and might backfire, damaging the brand. We need to tap into the current sentiment of the customer. For now: having fun planning, looking forward and especially…counting down.

Introducing: Counting down

We identified 3 guiding principles in the counting down campaign:

  • Recognizable: To stay recognizable we took the basic template.

  • Mainstream with a face: By adding elements that everybody assigns to vacation but use them from another perspective creates a spark of joy in the lives of those seeing the campaign

  • Damn smart copy: We identified a number of (recognizable) holiday moments and have some fun with it.

Welcome at our partner platform

Welcome at our partner platform