Selection of other disruptive and exaggerated Expediances [Airbus Exp. Faces Decal, Crying Billboard, Fireworks on Arrival, Carousel Surprise]
April 01, 2005
Expedia is an Internet-based travel website that dubs itself the largest online travel company in the world. It prides itself in its best price guarantee assurance of the “Best price on over 200,000 hotels and packages”.
To make its foray into SEA, Expedia invited us to pitch for their ad campaign. We recognised our challenge will be to make Expedia relevant in the asian markets and to spotlight their best price guarantee.
Our first idea aimed to occupy the emotional space of excitement. With travel, experience matters so much, so we did a wordplay, Expediance, to capture the thrill and exclamation of when you snag a good deal.
Our second idea says you get the best deals because Expedia’s got people on the inside, getting you great exclusive prices by sharing secret handshakes. This relied on graphic artistry to bring out access to the global monuments constructed through hand signs.
Y&R and Wunderman decided to do a united pitch, and Expediance was served as the spearhead. Our business team headed down to present in Sydney and whilst we were shortlisted, Expedia eventually dropped all agencies and went for a tactical ads produced in-house.