Creative Strategy for Contiki

This was my first piece of creative strategy work at The Conscience Organisation, which earned us ongoing work with Contiki.

Challenge: Although Contiki trips were booming, sales of European winter holidays were down. We needed an idea that would entice Aussie Millennials to abandon the summer that they love - full of festivals, flings and beach fun - and instead, buy a European winter Contiki trip,

Insight: Australians don't understand what a real winter is. We also know that losing out on something is a stronger lever to use than gaining something with this FOMO-driven audience.

Proposition: Don't miss out on real winter.

Activity: We abandoned the standard Contiki formula of influencers and 'famils', and took a completely digital approach, driven by media consumption data. Our campaign focused on winter education, flooding Contiki's social and digital channels with tailored content (animated GIFs) aimed at educating Aussies on how to do a real European winter - the Contiki way.

Results: Sales up 26% YOY + 1.6 million views (no paid media) + 14,000 engagements + 5,500 click throughs to the campaign landing page

Strategy: Morgan Fiebig & Catherine Donnelly

Concepts: Morgan Fiebig

Storyboards: Morgan Fiebig

Animation: Stephen Ong

With thanks to Nate Martin and Jamil Bhatti

Storyboards: