Case study
A wave of success
Viral campaign to acquire new prospect data for P&O Cruises
“Tell me more!” So said 87% of people who wanted to find their perfect holiday with the help of our fun viral. They jumped at the chance to find out more about P&O Cruises. And, what’s more, 1 in 5 people passed it on. The conversion to sales rate (holidays booked) was a fantastic 3.54%!
It all started when P&O Cruises asked us to capture new prospect data, challenge misconceptions about cruise holidays in general and drive awareness of the latest P&O Cruises holiday portfolio.
What we did went much further. Not only did we collect prospect details, but we profiled them too. This was precisely what P&O Cruises needed to create highly targeted communications to specific market segments.
So, how did we do it? Through an interactive movie sequence which combined imagery, sound and video, we enticed people to answer a series of simple questions in order to build up a picture of their ‘perfect’ holiday. Each stage explored a different aspect of what contributes to a fantastic holiday experience, asking the user to make choices.
Upon completion, users were presented with a slick, personalised 60 second video of their perfect holiday, containing images, destination, mood and style preferences, all to their chosen soundtrack. The highly involving entertainment experience effectively showcases a personalised cruise experience and demonstrates the range of choices available on a cruise.
To capture as much new prospect data as possible we rewarded people with free entry into a prize draw every time they passed the viral on to friends and family. The more people they sent it to, the more entries they received.
The user experience ticked all the right boxes - it was fun, inspiring, exciting and enticing. Crucially, it surprised people too - many had no idea how much choice and variety was available on a P&O Cruises holiday.
This campaign proved a great success. The participation rate was 62% and 23% of users opted in to further communications. The conversion to sales rate was a very impressive 3.54%. Not only did P&O Cruises get what they wanted, but so did the users. It doesn’t get better than that.
A Perfect Day