The DNA Journey

&Co. / NoA for momondo

Kategori: Advertising & Activation, PR, Social - Content, Social - Conversation

Vinder af Social - Content

SOCIAL - CONTENT GULD VINDER

Momondo har med sin DNA Journey skabt en af årets stærkeste internationale kampagner. Tallene taler sit klare sprog. De mange millioner visninger og ekstreme mediedækning, er intet mindre end imponerende. Men den helt store værdi, skal ikke findes i tallene, men i de reaktioner og samtaler, som kampagnen har skabt. Kampagnen har skabt samtaler på tværs af kulturer og rørt og aktiveret mennesker i alle afkroge af verdenen. The DNA Journey er blevet meget mere end en viral video, og en global kampagne for et rejseportal med et stærkt purpose. Den er blevet et symbol og stemme for mennesker med et åbent sind.
At den forsat bliver delt og kommenteret på, vidner om en kampagne har forstået, hvordan vi som mennesker bruger sociale medier som redskab for forandring og til at dele vores drømme.

Vinder af Social - Conversation

SOCIAL - CONVERSATION GULD VINDER

En meget enig jury tildeler Guld til The DNA Journey fordi kampagnen uden sammenligning i en dansk sammenhæng har skabt samtaler som ikke alene nåede bredt ud, men også dybt ned i samtalerne omkring middagsbordet og i sociale medier. Kampagnen bryder med stereotype rejsekampagner, der viser eksotiske feriemål, og kobler sig i stedet op på en højaktuel samfundsdebat, men uden at miste kontakten til Momondos raison d’etre, som handler om at give folk lyst til at rejse. Kampagnen har startet en samtale, som Momondo vil kunne bygge videre på i mange år fremover, og vi ser frem til at se, hvordan samtalen kan udvikle sig!

Vinder af Advertising & Activation

ADVERTISING & ACTIVATION GULD VINDER

Kan man vinde markedsandele og løfte penetration på markedet, ved at få folk til at tale om, hvor de stammer fra, ved middagsbordet? Og kan man aktivere og engagere folk jorden rundt i et omfang, så selv de dele af verden, hvor der virkelig er noget på spil i den sammenhæng, er med? Det kan the DNA journey. Med en imponerende bredde i engagement og aktivering, og en genial idé, der er 100% tro mod brandet’s eget DNA, har Momondo ikke bare bidraget til den vigtige opgave at gøre verden mere rummelig, men også løftet deres globale market share med 2 pp og set et løft på 8% i penetration. Der er al grund til at hylde The DNA Journey for en digital kampagne langt ud over det sædvanlig.

Vinder af PR

PR SØLV VINDER

Kunsten at starte samtaler og sætte dagsordenen i medierne er noget denne kampagne er lykkedes fornemt med. Denne kampagne må siges at have startet samtaler og sat gang i PR møllen.
Resultaterne er imponerende og kampagnens rækkevidde er global. The DNA Journey er et fantastisk stykke kreativt arbejde der har fået et markant skub i den rigtige retning af en god og veludført digital PR strategi.

Projektet

Baggrund

momondo is a travel metasearch company that was founded on the belief that travel can create a better, more open world:
At momondo we have a vision of a world where our differences are a source of inspiration and development, not intolerance and prejudice. Our purpose is to give courage and encourage each one of us to stay curious and be open minded so we can all enjoy a better, more diversified world.

Yet, even though people travel more, intolerance and prejudice is increasing. A recent global study shows that 48% of people think we have become less tolerant towards other cultures.In order to activate the purpose, momondo needed to not only focus on physical traveling, but also people’s mental statestate of mind, because it is only when you truly experience something different that you start to see things differently.

Our task was to make produce communication that contributed to the purpose platform “Let’s open our world”. Three3 objectives were formulated:
1. Create a focus on tolerance and openness in the world
2. Start a universally relevant rather than party-political debate on the issue
3. Turn the debate into a popular movement for a better world

And one supporting business- and marketing objective:
4. Build momondo as a purposeful travel brand, to drive market penetration and -share

Løsning

With conflicts and stigmatizing debates stemming from issues like Brexit, The European Refugee Crisis, tThe US presidential election and on-going conflicts across the Middle East and Africa, intolerance and prejudice is gaining ground. To be seen as a relevant contributor to the debate, stay true to the vision and work towards the campaign goals, we needed to address 4 core challenges:
1. Recreate the true value of traveling
2. Make the purpose theme personal and engaging
3. Create a framework that transcends the individual campaign
4. Make momondo “truly” global on a limited budget
Based on thisthat, we came up with a completely new way of travelling – one where you don’t get to choose your destination. Your DNA does. We called it The DNA Journey, and it was the first communication activation of momondo’s purpose platform.

- The DNA Journey. Posing the question “W would you dare to question who you really are?”, we carried out a social documentary project where 67 people where interviewed about their national identity, DNA tested and interviewed again when once they received their often surprising DNA-results.
There were no scripts, no lines - just a framework for the story to unfold.
The result was a 5,17 minute film – not the most obvious viral film format – and extensive additional content of individual people’s stories. Additionally, we staged ran a competition where 500 people could win DNA kits and ultimately a trip to all the countries they were fromin their genetic ancestry.
This documented that we have more in common than we think and that when we see something different, we start to see things differently in a surprising and new way.

Resultat

It was a message the world was waiting to share.

1. Focus on tolerance and openness in the world - global attention:
• +585million total reach
• +267million video views
• +880 press clips
• +8,3billion media impressions

2. Starting a universally relevant conversation - engagement:
• +10.1million social engagements
• 96.5% organic sharing

3. Turning debate into a popular movement - community:
• Film over-represented in regions burdened by conflict; 15.7% of total views in Middle East
• 170.378 joined chance to have their own DNA-Journey (finally won by Manuel from Mexico)
• Content used by numerous schools, universities, corporations, social communities and talk shows (e.g Oprah)

4. Business: Market penetration and -share:
• Earned media value of USD 90.2million
• ROI 119 (value 90.2/budget 0.75)
• 8% increase in penetration
• 2p.p. increase in global market share

And it is still alive: Following the result of the US presidential election, the film added more than 10 million new organic views.

momondo

Per Christiensen
Head of Global MarCom

&Co. / NoA

Robert Cerkez
Kreativ Direktør
Tue Rossel
Copywritter
James Godfrey
Copywritter
Jeppe Rønde
Instruktør

Samarbejdspartnere

Bacon
Film produktion
BeOn Nordics part of AOL
Media Partner
Radius
PR bureau

Billeder

Video