Summary

To reframe the often daunting task of car hire into an enjoyable experience, "Get that Ultimate Car Hair Feeling" captures the joy that follows booking a holiday car with Skyscanner. Featuring four playful car wigs that represent the typical UK holidaymaker, we brought to life the relatable feelings of relief and relaxation that arise when the hard part is done.

The campaign not only highlights the fun aspects of travel planning, but also reinforces Skyscanner's role in facilitating memorable holidays.

Challenge:

Skyscanner, a well-established brand in the UK known primarily for flight bookings, faced a significant challenge with its car hire service. Despite high brand awareness and consideration for flights, their car hire offering suffered from low awareness and consideration amongst their target audience. 

With the UK car hire market lacking a clear leader and consequently causing an unclear mental model for users when searching for rental cars, an opportunity presents itself for Skyscanner to establish a presence in the category.

Our mission was two fold:

1. Increase awareness of Skyscanner's car hire service
2. Boost consideration by highlighting the potential 30% average savings when comparing car hire options on Skyscanner

Insight:

While booking holidays can be a stressful experience, it is often the small moments of joy on those trips that define people's feelings of their time away. The first sip of a cold beer by the pool, feeling the sun on your face, or the wind in your hair as you drive down the highway - are the fleeting yet remarkable experiences that truly colour users’ holiday experiences.

Idea & Brand Platform:

To seamlessly integrate Skyscanner into the car hire segment of the holiday booking process we developed “Get that Ultimate Car Hair Feeling" - a platform aimed at positioning the brand as the key to unlocking those small, meaningful moments that make up the most memorable vacations.

Building on the Skyscanner’s The Ultimate Travel Hack positioning, our strategy focused on highlighting the joyous moments that occur in the car en route to the holiday destination, with Skyscanner serving as the conduit to making that holiday car joy possible. Giving the brand a clear role in an underserved category by reframing an often anxiety-inducing task into a joyful one. 

Using car wigs that embody the spirit of UK holiday-goers, we brought our campaign vehicles to life. This creative approach was employed to evoke a universally relatable feeling intended to resonate with the campaign audience. We incorporated the wigs’ memorable and playful visual elements to ensure that the essence of holiday joy was front and centre, as well as to effectively highlight Skyscanner's car hire services in a disruptive manner.

Solution:

Across digital platforms Meta and Youtube with a regional focus across 8 major cities in the UK digital media drove awareness. The campaign captures this ultimate wind in your hair feeling in playful executions across social formats. 

We see four classic hairdos, the Lob, the Pixie, the Mullet and the Coils… on hire cars. In time for peak holiday season, holidaymakers are encouraged to get that car hair feeling by booking through Skyscanner.

Results:

The campaign resulted in an increase in Skyscanner rankings within the top UK travel brands for car hire, growth in car hire sessions and an increase in market share.

By tapping into the shared experience of that "car hair feeling" and associating it with the excitement of holiday travel, we created a campaign that was both memorable and effective in raising awareness of the brand's car hire offerings.