MakeMyTrip launches Uncancel, gives a second chance to Fly

No one wants to cancel a planned trip, but it is a reality of modern-day travel, given hectic schedules and pace of life. MakeMyTrip, India’s largest online travel company therefore launched ‘UNCANCEL’, a first-of-its-kind feature that enables travellers to reschedule a trip with just a click, instead of cancelling it altogether.  In an added delight, the trip is re-booked at the original cost, making it a win-win for the customer.

The feature was conceptualized by FCB Ulka to enhance the company’s reputation as a customer-focused brand. Research indicates that customers face significant disappointment and distress while cancelling their travel plans and facing the prospect of increased cost of re-booking at a later date. This is also a big deterrent from undertaking the trip again - a sentiment that cut across age groups.

FCB Ulka hit on the idea of “Uncancel” to establish how MakeMyTrip understands and appreciates the emotions attached to a trip. This feature was launched through social-media activation (including influencer and blogger engagement) and broad-scale digital advertising campaign. The entire campaign is centred on the powerful and emotionally resonant brand belief - “Some trips are more than just trips”.  FCB Ulka has developed end-to-end communication including Customer Care Centre Scripts, Introduction Mailers, Digital Banners, and the launch films.

Sachin Das Burma Group Creative Director says: “In Advertising, we usually wait for the client to develop the product and give us the brief to create communication. But in this case, we took the lead in recommending a product, scoping out its features and then designing the entire communication package. We were lucky to have a client who trusted our vision and persevered through a long period of conceptualization that involved massive changes at their end – in product features, processes and Technology integration.”

The communication campaign includes three short films, expressing how a trip can be more than just a trip, with the protagonist facing an impending cancellation. MakeMyTrip’s Uncancel then provides a way out for the traveller to continue with their trip at a later date. The first film is already live, and received tremendous positive feedback and brand buzz. The two films to follow will also be released on digital platforms only – marking another first for MakeMyTrip.