THE BRIEF
Alter perception that Expedia is expensive and
irrelevant in Malaysia
CLIENT
Expedia Malaysia
BETTER TOGETHER
TURNING A COLLOQUIAL SLANG INTO A PUNCHLINE
PROPOSITION OUR APPROACH
Malaysians perceived Expedia as an overpriced, western brand. Often choosing to book flights or hotel rooms separately, the target audience had no idea that Expedia offers savings up to 34% when booked together at expedia.com.my. Taking a cue from the Malaysian phrase “bersama-sama” which means together, the campaign transcended different languages to encompass a truly Malaysian sentiment and drive the story of togetherness. The line was also trademarked, just to be safe.
THE BRIEF
Unite 3 different reasons-to-believe across 3 same-same-but-different countries (Malaysia, Singapore and Thailand) to counter market-specific perceptions that Expedia is expensive and irrelevant.
CLIENT
Expedia THAI/SG/MAS
GET TOGETHER
UNITING DIFFERENT MESSAGES AND MARKETS WITH A
SINGLE-MINDED PROPOSITION
Singaporeans are always on the hunt for the best deals, and hate having to lose out. Thais and Malaysians perceived Expedia as an overpriced, western brand. The common ground? All three markets wished for easy-to-book great savings, when it comes to online travel deals.
Often choosing to book flights or hotel rooms separately, the target audiences had little idea that Expedia truly offers the best savings when booked together at expedia.com.
Understanding that travellers get the best of everything travel-related coming together in a single Expedia booking, the campaign transcended different languages and cultural cues with the single-minded cross-border sentiment of togetherness.
30secs : EXPLORING THE GREAT DEALS OF EXPEDIA
60secs : GREAT DEALS COMES TOGETHER
