Teletext needed to convert audiences with high awareness of this well-loved British brand to buy. ‘Choice’ and ‘removing hassle’ were identified as the key obstacles holding Teletext back with audiences and the whole campaign was built with these insights in mind. To make the brand stand out in a saturated market, we wanted to stay away from the holiday clichés often found in the TV adverts of brands in this category.
The creative centred around the idea of packing all your favourite ingredients into the perfect holiday. Through clever use of visual effects, it showed all the elements of a holiday in miniature which was then placed into suitcase, making it uniquely memorable for people looking for their perfect holiday.