To raise awareness of British Airways Caribbean holidays a competition was run in partnership with Timeout. The concept was to bring out the unique personalities of each island, such as Rum for Barbados and a shell to represent Antiguas many beaches.
This campaign received a great response with over 40,000 competition entries in 3 days and with 90,000 or so views – over a 44% hit rate.
Ideas of how the Caribbean Islands could be represented in the ad format and how talent within the video could interact to increase engagement.
The final creative incorporated the personalities of each island into the navigation. The creative was run as a rich media ad and as a standalone microsite.
The concept was also rolled out into mobile, responsive to device orientation.
The launch banners played on the idea that the Caribbean was calling you through your device.
