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Turning Monday into hello Monday

Case Study helloworld

Challenge:

helloworld’s brand launch had been a tremendous success, achieving challenger brand status in just six weeks. But budgets were depleted and the business needed a fresh injection of new leads to keep its franchisees happy. How could we create a new lead generation campaign and then persuade a travel partner to fund it?

Idea:

In association with Air New Zealand, we created hello Monday, a month long promotion which recognised that even Mondays are better when you have a holiday planned. Via an integrated media campaign, Kiwis were invited to spin an online globe and guess where in the world we’d landed each week. Everyone who played had a chance to win a $2,000 helloworld travel voucher and a luxury Tahitian escape.

Results:

hello Monday not only continued helloworld’s spectacular growth trajectory, but also acquired nearly as many leads as the launch in just 28 days. Over four weeks, we recruited 17, 733 prospects, beating our target by 77%. What’s more, our $10.20 CPL smashed our previous achievement of $38.90 by 74%, undercutting trusty sources like adwords and paid search.

Industry Bronze - Travel & Leisure

2016

Channel Bronze - Direct Response

2016

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