Leisure & Lifestyle
Recreational, sporting, and camping goods/services and other items/services intended for leisure activity.
As category leader, Ancestry had enviably high awareness. The problem: for most, exploring their ancestry was a project that could wait. We needed to inspire people to act now. Research revealed that understanding your origins can offer inspiration for today; instead of looking backward, the brand helps us look forward. By restaging a historical moment with modern-day descendants of all races and genders, we demonstrated how our past can inspire our future, reminding our divided nation that diversity is our strength. This sparked a cultural conversation, increased consideration and sales.
Stopover Buddy has been the most successful global campaign to date for Icelandair, undoubtedly achieved through a strong content rich strategy. With a share of voice of less than 1% against big spending competitors, Buddies delivered 1014 pieces of earned coverage estimated to be worth over £252 million in media value. The campaign increased Stopover bookings by a record 42%, creating incremental value for the business and achieving record recommendation levels of over 90%.
Agency: The Brooklyn Brothers