SINGAPORE – As the digital world becomes increasingly entrenched in millennials’ lives, Saatchi & Saatchi Singapore and agoda have responded with a new social-inspired campaign by putting the spotlight on Indonesian millennial travellers.
Tagged #CheckInStepOut, the campaign is the latest narrative to the ongoing #agodabasecamp platform. It was created following the outcome of an agoda-commissioned survey of 1,000 Indonesia millennial travellers, ages 25-35.
Results showed that not only are Indonesian millennials increasingly seeking more diverse, inspiring experiences, but they are also becoming more adventurous when on holiday.
The study was piloted to uncover the exciting adventures Indonesian millennial travellers get up to after they Check In, Step Out of their agoda base camps.
To create the campaign, real stories were culled direct from the source. Indonesian millennials were encouraged to share videos and images of their travel experiences, many of which were edited directly into the final ads. The campaign generated more than 2,500 UGC entries from Indonesian millennial travelers.
The campaign also involved key online Indonesian influencers, such as Clairine Clay, Marissa Nasution, Keenan Pearce and Ernanda Putra to add a stronger millennial flavor to the various pieces of content.
“Because the campaign is driven by user-generated content, we looked to the social behaviour of Indonesian millennial travelers as inspiration for the visual look. It is a new spin on that raw, authentic look we’ve been creating for the agoda Base Camp work,” said Fajar Kurnia, then regional creative director of Saatchi & Saatchi Singapore, who led the creative team from inception.
The wealth of shared materials provided rich foundation and inspiration for the creation of a 30-second TVC and 120-second online film. Harnessing social visual language and vernacular to connect with the millennial audience, Check In and Step Out has generated over 1.4 million viewers online – and counting. Moreover, agoda’s Facebook and Instagram pages have grown by 13.13% and 18.54% respectively from the previous month.
Andy Edwards, Global Director Brand and Marketing Communications for agoda, said: “Really, it’s a creative partnership between agoda, Saatchi & Saatchi Singapore and Indonesian millennial travellers. It’s a ground-breaking partnership where we received thousands of pieces of content.”
Edwards added: “We didn’t want the films to fall into the familiar trap of ugly social rip-offs but still wanted them to feel social and real, so we’ve played around with filters and the energy of the edit. We want people to feel as if they are there, stepping out of their agoda property into this exciting world.”
The 30-second TVC aired nationwide across free-to-air TV and cable channels in Indonesia from 20 May. A 120-second online film was also posted on the agoda Facebook page on the same day. Ten-second shorts of individual results will run as ads to drive viewers to agoda.com.
Check In and Step Out is part of the second phase of the agoda Base Camp campaign. Saatchi & Saatchi Singapore was appointed creative agency in 2016.
The Indonesia-focused campaign is a collaborative effort with other partners such as Ogilvy Singapore PR and Pulse Communications Indonesia for generating press interest and press outreach; and Gushcloud for its counsel and engagement of the KOLs/influencers.
