Remember your first family vacation to a hill station back in the day? Your parents loved being away from the mundane Mondays and all you looked forward to was that hot bowl of Maggi in the mountains.
People visit the same destination, but look forward to different experiences and come back with different stories. Citibank caught onto this insight and rolled out their latest campaign – #WhatsYourSummerEscape
Citi bought this thematic integrated campaign alive by speaking the language of travel for 2 months across digital, social, outdoor and owned assets. This was launched with two thematic brand videos – which beautifully delivered the insight to customers.
There’s not a single vacation we take, without posting evidence of it on our Facebook wall. Hence, Citi chose Facebook as a medium for their customer engagement activity where they encouraged users to share their travel experiences with their vacay pictures. Very soon social media started buzzing with posts about summer escapes!
Damn simple and super effective! This crowdsourcing strategy engaged more than 10 lakh people with Citi receiving some really out of the box and creative entries. Psst, we hear their engagement score reached the maximum possible level of 1000! Cleary FB users were quite excited about sharing their stories from their summer escapades.
Oh wait, that wasn’t it – Citi’s was a 360 degree campaign, quite literally. They used the very much in vogue and highly engaging 360 degree videos and images which fit really well with a travel related campaign. The customers were transported to a virtual world at a remote destination which they could explore using their thumbs! One of the images got over 1900 shares, clearly establishing the success of this unique feature.
Celebrities from different walks of life – Neha Dhupia (Bollywood), Sunil Chhetri (Indian Football team captain), Atul Kasbekar (Celebrity photographer) also shared their own travel stories on Facebook. These celebs were pitted against one another to see who had the most unique story to share about a common travel destination.
For Soha Ali Khan, London was all about its history and monuments..
On the other hand, for Gunners fan Atul Kasbekar it was the atmosphere at the iconic Emirates Stadium.
This activation got Facebook buzzing with activity with everyone sharing their travel stories, and yes, each story had something unique and something special. It’s amazing how different people unravel the same destination in a different way! Someone’s chill space is someone’s profound life-changing experience, and is someone’s mad activity-packed location. Props to Citibank for getting people to express how they escaped mundane reality through some awesome travel!
So, #WhatsYourSummerEscape? 😀