The Oliver Agency won The Drum Awards for Content 2022 for Best Creative Content Idea Using Videos for its ‘This Beach is a Coupon’ campaign. We learn more about this unique campaign.
Swoop Airlines, a Canadian ultra-low-cost carrier, was challenged to promote a limited-time Mexican sale amid fierce competition. Its marketing team devised an innovative way to reinvent the limited-time sale.
The short
Swoop Airlines was frustrated by the low flight sales results. They wanted to stand out visually and create urgency for their customers. Swoop Airlines’ time-sensitive sales of 60% on flights to Mexico had to be more than average. It needed to create buzz, highlight the destination and push bookings.
Swoop, which has been in the business since 2018, needed to establish itself as a competitor against larger airlines, especially considering Mexico is a major tourist destination. The company decided to combine offline and online content to create a video that would clearly communicate its message. It used social media and display ads to drive people to the video.
The Idea
Swoop decided to go against the grain and try a big idea. Swoop created a large flight coupon etched into the sand at one of the beaches they were advertising. Facebook live-streamed the giant coupon, inviting users to use the coupon and book a trip before it was washed away. The three-hour steam allowed viewers to see the beauty of the destination and the ocean washing away the coupon and ending the sale. The live stream featured crashing ocean waves on a stunning Mazatlan beach. It proved that Swoop was not like traditional airlines.
The results
The results were impressive, with bookings increasing by 80% during the promotion compared to typical sales with the same destination and in the same timeframe. Social media efforts raised shares, up 17%, and more than 140,000 Facebook followers. Swoop was established as a bold, unique player in the travel market through word-of-mouth and paid to advertise.