BEST FIRST DAY ON THE JOB, EVER
Contiki’s national marketing manager, Antony Arena gave Naked Communications, Sydney the brief to develop an idea to get 18-35 year olds excited about travel, and tap into their sense of spontaneous adventure, while demonstrating the ease of travelling with Contiki (specifically on their Europe Winter Tours).
The idea would need to live in Promoted Video placements on YouTube. The lead-time was one of the campaign’s greatest challenges – Naked had two weeks from the date of briefing to have the YouTube content up and running on the Contiki YouTube Channel .
As well as stimulating the demographics’ enthusiasm for travelling on a Contiki tour, the focus of the campaign was to make booking and taking a tour seem simple.
Spontaneity was key – both of the idea and in its execution. Naked Communications intern Gavin Chimes turned up for his first day on the job, only to be sent off, on the spot, to Europe for a 10-day Contiki trip, all completely unknown to him before hand. Although stunned by the news as he was presented with a pre-packed bag of clothes, his tickets and passport (which was attained earlier), Gavin accepted the challenge and is being accompanied to Europe by D Project Director Damon Cameron, who will shoot Gavin’s adventures across Europe.
The old routine of answering phones, doing coffee runs or picking up the boss’s dry cleaning on the first day at a new job was turned on its head, giving Gavin first-hand experience of the brand, while providing content which authentically captures the thrill of hitting the road on a whim, and how easy this is with Contiki. And giving Gavin the best first day on the job, ever.
Naked’s idea captured the Contiki brand philosophy of ‘Go Further’ and combined it seamlessly with the campaign’s aims to inspire 18-35s to live life impulsively Naked worked with production company D Project to bring the idea to life.
Says Contiki’s National Marketing Manager Antony Arena: “We had a small window of opportunity to leverage the digital power of YouTube and needed a strategically led idea that could be executed on a tactical timeline. The best first day on the job idea is a perfect vehicle to inspire young Australians to take the plunge and travel with Contiki in Europe this winter.”
Says Naked’s Executive Ideas Director Paul Swann: “The idea really captured the excitement of taking a Contiki Tour, we reckon it will inspire others to pick up the phone and book.”
You can see footage of the whole thing unfold on the Contiki YouTube Channel
46 Comments
Hate to say it – but this is great. Simple idea gets the message across.
Nice idea. would have been great to see his reaction.
I’m actually interested to see more.
Nice one.
Can’t wait to see him hurl in some chick’s mouth as he goes to pash her. Actually, no, that’s gross.
the idea is cool but the first viral doesn’t explain what’s going on and neither does the website. How would the punters get it without the blurb written above?
This is a creative blog.
It’s all about the idea not the explanation.
I reckon we can all afford to cut the guff and just present the idea as it ran.
Too many words.
Hey 12:26, what idea? Please help!
Good idea but dodgy execution so far.
Pretty rare these days.
Shouldn’t need all that shit to explain it.
The idea and execution should do that itself.
Currently it doesn’t.
I’m with you 1.36….what idea….and yes, cut the PR speil.
nothing like working off a low base…..a contiki tour is better than working…wow who’d a thunk it?
I’d love to say I can’t wait to see what happens next …. but I can, actually.
For someone who works in the communications industry, what the fuck does the following actually mean:
“We had a small window of opportunity to leverage the digital power of YouTube and needed a strategically led idea that could be executed on a tactical timeline.”
Scary!
Executive Ideas Director.
I guess that’s a media neutral version of a CD.
12:26 PM “Hate to say it – but this is great.”
Why apologise before praising the idea? Does that mean you’d love to see their work crash and burn? If people post cool ideas here we should congratulate them and try to do better ourselves.
I wouldn’t mind a lazy contiki tour right now, me.
great idea, but why stop at 24 seconds?
the real meat is in us watching this kid be told he’s about to be experiencing the true nature of a contiki holiday. don’t hide it.
otherwise why am i watching. it’s a bit amateur otherwise.
again, great idea. best of luck. don’t fuck it up by holding back on the idea.
it needs the set up to get us in. then i’ll come back again and again.
I never read the press releases attached to work on the blog. I always look at the work alone, as the punters would, then judge it.
Ok, in this case I haven’t got a fucking clue what is going on here. Maybe it’s going to build and this is just a teaser but it’s so much a “nothing” I won’t go back to find out. Neither will 99% of punters.
hahaha I bet the ‘National Marketing Manager’ enjoyed (and labored over) writing the media release for this “strategically led idea that could be executed on a tactical timeline”… what a crock!
Hey 12:26, 12:37 & 12:53…you’re naked.
Love the idea, but if it wasn’t for that press release I’d have never know what the 22 seconds on youtube were about.
@3:49. Wanna bet?
Come on, big nads. Pony up.
What a let down… When you click on the YouTube video, you need all the blurb written above to understand this idea… The poor old punter wouldn’t have a clue… Guys, you’re talking to yourselves… I’m sure Naked’s employees will furiously click on the video to get those hit numbers up! Good luck…
Forget about this, what about Singo calling his new agency ‘Banjo’.
No doubt the PR spin will be about it being ‘…named after one of our country’s greatest story tellers… blah, blah … authentic Australian voice… blah, blah..’
All it makes me wonder is who will he be making squeal like a pig – his clients or staff?
“small window of opportunity to leverage the digital power of YouTube”…WTF. Who writes their releases? It’s the internet – it amazingly works it’s “digital power” and magic 24 hours a day
It’s crap
4:23 PM – You won’t be seeing my fucking ample nads dude, I’m fully clothed. Unlike you!
They should have asked Monty to do it.
no its really really crap
I went on a Contiki tour once. The only sights I saw were a few hundred hotel ceilings.
the idea has initial engagement…the execution fails to support it.
WTF was that question mark at the end. how could you not show the dudes response?? big let down.
obviously not planned very well. the ‘window’ must have been too $mall for the leverage digital pwr thing, or might have been the impractical ‘tactical timeline’.
I’m 18-35 and want to live impulsively though I feel very uninspired by this.
i have no desire to keep watching.
Who did it? Does Naked have any creatives?
WORST FIRST EXECUTION IN A CAMPAIGN, EVER.
Yawn. People watch YouTube for everything but fancy “Sponsor Channels” like Contiki’s.. keep pressing those refresh buttons Naked guys, 652 views is a bit embarrassing.
A cool idea. When we did the NZTB Real Slice of Heaven that sent real people on real spontaneous adventure holidays that got shot on Camcorders in two weeks, it ran for 7 years and turned into real diary Travelogues online. So this could do really well. Being from Naked, I imagine they must have recommended all the great Travel Blogs Media to link up with the YouTube lead campaign, like travbuddy.com that caters to potential millions in the Contiki target. But there are lots more online travel media. Mobile Marketing would also seem a Media Must. Campaigns like this also depend on great Caméscope and great Music. I wish Contiki great success with this cool idea. Cheers: From Chris on Offshore Assignment.
5:41 – No one has ever gained credibility in an argument by using the word ‘dude’.
Agreed. Sponsored Channels and pushed content like this are the very antidote to the raw, creative viral good stuff that people check out on YouTube.
(Case in point – Will it Blend worked because people liked all the videos, not because they were served to them from the WIB channel).
Nice idea in theory. But where’s the kid’s reaction? Is he real?
Chris,
Were you bullied as a child for playing Dungeons and Dragons?
9:20AM – If you have ample nads, you have enough credibility, dude.
Way to oh-so-subtly imply that you came up with the idea first, Bracket Boy.
Have Naked done anything decent in the last year? Perhaps over-rated (especially the wunderkind?)
Answer to 10.21AM Sydney: Is DD a 3D N-Gage phone game reissue or ur campaign? Only bullied as a child winning major ad campaigns from my elders.
Oh, to 2.02PM: I can only rely on this blog and the anonymous wisdom for subtlety. Once again, congrats to Contiki and Naked for this cool idea. Bye folks, got to do some more cool work now.
10:21 AM – Carn the Dragons!!
Few comments:
Track’s really bad. The whole premise smacks of insincerity – would be great if it was all furreal but the camera angles and the channel give it away. I’ve seen better acting in a porno and possibly more intricate plots.
But, if it gets results and you guys are happy with it, who fucking cares what an anonymous twat reckons. Well done anyway.
7.12. You’re a fucking goose. It’s all real.
you are all just jealous…shame you guys all have crap jobs…the boy got told his going to europe on his first day of work!!!! idiots…naked communications is a cool place..sending their internship people overseas just like that. all of u should just shut up, stop complaining and keep on watching the new videos soon
Are you out of short pants yet, 10:36?
The new videos are very impressive. Keep it up.