Brit Trips

Skive was approached by AMV to produce a set of rich media and standard banners — with five different creative executions — within a very tight three week deadline.

While the UK is a wonderful, diverse place with something for everyone — from the thrills of a theme park to the rolling hills of the Lake District — it’s not the cheapest place on earth, so any deals that make it more affordable are welcome. Especially if they are genuinely great deals, with no small print about when you can redeem them...

This insight fitted nicely with Walkers being one of the greatest home grown brands we have.

The role of the campaign was to excite people about the chance to enjoy beautiful Britain for less, showcase the breadth of offers available and drive traffic to the campaign microsite.

Each creative had five different sizes, with a montage of four for the rich media expandables.

Working from a single photoshop scamp, Skive created a proof of concept and delivered rich media master banners in 3D, which were rolled out across standard formats upon sign off.

The theme for each concept involved a Routemaster bus 'touring' different scenarios — Butlins, Sea Life, the National Trust, Alton Towers, Green Fees for golf, and pub lunches — representing some of the Brit Trips on offer. The tricky bit was to capture the essence of the deal in a limited creative capacity.

The media campaign by OMD included a partnership deal with MSN including a homepage takeover, reach placements on MySpace and Virgin Media, and lifestyle sites targeting men and women on The Sun, SkySports and AOL.

The MSN homepage takeover delivered over 13 million impressions and 56,000 click-throughs (0.42%) in one day. In the first week, the expandable ads had an amazing 0.62% CTR at best, but also up to 28% user initiated expansion rate. The average dwell time of users watching the expandables was for an incredible average of 34 seconds. For the standard ads the targeted male or lifestyle sites hit 0.22% and 0.25% respectively.

Brand Republic reported in July that Walkers is the fastest growing UK website over the last year, due in part to its Brit Trips discounted UK holiday promotions, according to Nielsen Online.

The site's UK unique users grew from 17,000 in June 2007 to 444,000 in June this year, which was an increase of 2,575%.