Expedia launches its 360 deg brand campaign!

Online travel company Expedia, recently launched its 360 deg brand campaign - “Across the world, there’s one word for travel: Expedia”. The campaign is designed keeping in mind the travel proposition offered by Expedia to consumers in India and globally, creatively positioning Expedia as a brand synonymous with offering the best travel experience to customers.  Expedia has been positioned as a synonym to Travel and the binding factor for travellers across the globe.

 

The campaign aims to establish Expedia’s leadership position in the online travel space. The idea is to connect travellers across the world with Expedia being the common factor cutting across regions, languages and cultures.

 

To take this campaign online, Expedia India took a different approach by creating an animation featuring caricatures of Rajnikanth and Chuck Norris. The two superstars, famous for extremely exaggerated action, form the premise for the most popular of jokes and memes at the social networks. The video brings these two larger than life but much loved characters together in a fictitious story and shows them finding something in common-Expedia. 

 

The video has been conceptualized by Lowe Lintas, and the detailed scripting, art and animation has been done by Digivaasi, a Delhi-based digital agency. 

 

Mohit Arora, Unit Creative Director from Lowe Lintas sees it as a great beginning “To experience Expedia one needs to come online and through this viral we intended to make this interaction entertaining. This is our initial effort and with the learning we’ve acquired the future attempts will only get better. Expect the best deals and more rib tickling advertising from the world’s largest online travel company”

 

Prabhat Bhatnagar, Chief Creative Officer at Digivaasi, believes it is a simple idea with an irresistible hook.  “The whole idea of Chuck fighting Rajni was something that excited us from the start. We were confident that it would catch attention. But the expectations with such an idea go very high as well, so we had to ensure it looked fresh and delivered Expedia’s message in an entertaining way.” 

 

“This viral is in line with our newly launched 360 degree brand campaign ‘one word for travel’ that works around ‘Expedia’ being synonymous with travel and a name that works as a binding factor for travelers globally. The basic theme of the campaign revolves around the unplanned aggregation of travelers from diverse background with the word ‘Expedia’ being the connecting factor across all. Rajnikanth and Chuck Norris are characters that people across social classes and age groups not only love but also connect with -The idea here, was to portray two larger than life and much celebrated characters at loggerheads and then the situation diffusing when they realize they actually have something in common-  Expedia “ said Manmeet Ahluwalia, Marketing Head, Expedia India.