Client: DIRECT HOLIDAYS
The Direct Holidays ambient media campaign took place in some of the busiest rail concourses in the UK. We successfully targeted five major cities and seven transit hubs over the course of four days. Artists created 3D chalk art executions featuring holiday scenes that brought to life the message ‘Direct effect’ while enthusiastic brand ambassadors invited consumers to pose on the art pieces, took their photos and then uploaded them onto a specially created Direct Holidays’ 3D art Facebook page. The visual illusions of the 3D chalk art experience generated buzz and intrigue with commuters, whilst the digital amplification re-enforced Direct Holiday’s messaging and extended the campaign reach.
Response: • 1,426,219 OTS (estimated opportunities to see) • Interactions: 34,560 • Average age of audience most interested in activity: 22-35 years old Surveys showed an 81% increase in consumers saying ‘Direct Holidays’ came to mind as the travel company they would think of when considering their next holiday.