Travel Junction was a new entrant in the travel aggregation sector. With relatively small budgets compared to their rivals, our approach was to disrupt behaviour patterns of online travel bookers. We created a ‘positively unconventional’ brand identity that then dictated the direction of all our creative, including a competition mechanic centered around a large scale online gaming experience.
A clean, energetic, responsive design made it easy for players to engage with the game, and immerse themselves in the competition while watching other towels drop and move along the beach in realtime.
After 8 weeks and 57 prizes allocations, we had 22,698 towels on the beach from 3,602 frequent players. And from 53,230 unique visitors we had 3,025 shares giving us a social acquisition of 24, 876 at a whopping 32.84%.