In the lead up to Christmas, Hotels.com launched an exclusive discount rate to single millennials looking to escape their families for a little peace and quiet away from their families and loved up friends over the holiday period. We produced a series of social first comedy content to help promote the deal.
Research by Hotels.com found that over a quarter of millennials confessed their single status was one of the top adulting critiques from family members and that by 2.01pm on Christmas Day they are predicted to be ready to check out of family time.
As a result of this, Hotels.com decided to offer an exclusive rate to single millennials to help them escape their families for a bit of peaceful me-time in one of their wide range of hotels.
In order to successfully reach the millennial market, it was important for the content to be social first. Working with OneGreenBean, we produced a series of social vignettes focusing around family scenes and reasons you might like to escape the family as a singleton. The decision was made to prioritise shooting vertically for 9:16 to work best on Instagram Stories and make use of simple but effective motion graphics to tell the story to an audience unlikely to view with sound.
In house director Ryan Mansfield worked with DOP Chris Fergusson to devise frames to work best for the 9:16 deliverables, which were subsequently translated into several other languages for use across Hotels.com’s global social channels and in PR materials.