Cleartrip’s latest print ad is a manual on how to stand out this sale season without shelling out the budget for the front page.
Created by Talented.agency in collaboration with Web Dimension, this print ad urges people to think outside their city, just by making better choices this sale season. When the newspapers are filled with a barrage of sale season ads screaming heavy discounts and price cuts, this ad by Cleartrip makes people rethink their spending approach and urges them to travel the world instead of buying unnecessary things.
The highlight is a web app – ortraveloncleartrip.com, where people can scan any sale ad across all pages of the newspaper (or otherwise) to unlock a travel offer from Cleartrip for the same budget. Once scanned, the page throws offers on domestic and international flights, along with offers on 3-star hotels and premium stays.
Speaking about the ad, Kunal Dubey, CMO, Cleartrip said, “It’s sale season and all the brands are fighting for their share in the customer’s wallet. Travelling is no different. If people end up having more money in their bank by not splurging this season, they’ll automatically have money to book their next trip. Shopping on ecomm is impulsive. Booking trips is not. We want to bring a behavioural change where people start thinking about which trip they will miss this year if they keep shopping for products.”
Highlighting their role in conceptualising this campaign, Pooja Manek, Shreya Arora & Kaavya Shah, Creatives at Talented, and Yash Dugar, Brand Strategist atTalented said, “The challenge for us wasn’t about thinking of a clutter-breaking print ad. We wanted to push ourselves to really do justice to Cleartrip’s brief of gaining this sale season’s ‘Share of Wallet.’ That’s when we thought of the web page innovation–a seamless hack to hijack all other ads in the newspaper and help people rethink their spends. If you make someone realise that they can go to Turkey at the price of a TV, making the right choice becomes easier.”
Kalpit Dwivedi, Creative Technologist from Web Dimension said, “We got excited with the idea the day we heard it for the first time. And we knew this was going to be a labour of love and rigorous testing. To generate intrigue and excitement for the user, we mix artificial intelligence with machine learning algorithms to deliver a seamless experience. Despite a complex backend, the frontend is simple and clean. With this actionable solution, we are hoping people get inspired to spend their money on travelling.”
Cleartrip’s The Big Billion Days will be live until the 30th of September and the brand has planned a host of other marketing interventions to get this message across.