| Title | MINI HOUSE |
| Brand | DISCOVERY OVERLAND HOLIDAYS |
| Product / Service | TROPICAL VILLAGE MINI WORLD |
| Category | A05. Best Use of Digital Media in a Direct Campaign |
| Entrant | TBWA\KUALA LUMPUR, MALAYSIA |
| Entrant Company: | TBWA\KUALA LUMPUR, MALAYSIA |
| DM/Advertising Agency: | TBWA\KUALA LUMPUR, MALAYSIA |
| Name | Company | Position |
|---|---|---|
| Jeffery Orr | Tbwa \ Tequila Kuala Lumpur | Executive Creative Director |
| Chow Kok Keong | Tbwa \ Tequila Kuala Lumpur | Creative Director |
| Tan Jit Seng | Tbwa \ Tequila Kuala Lumpur | Associate Creative Director |
| Chow Kok Keong | Tbwa \ Tequila Kuala Lumpur | Art Director |
| Tan Jit Seng | Tbwa \ Tequila Kuala Lumpur | Copywriter |
| Mok Mun Kuen | Tbwa \ Tequila Kuala Lumpur | Designer |
| Brandon Wong | Studio 31 | Photographer |
| Brandon Wong | Studio 31 | Film Director |
| Stephanie Ooi | Tbwa \ Tequila Kuala Lumpur | Av Producer |
| Vincent Tja | Tbwa \ Tequila Kuala Lumpur | Av Producer |
| Aaron Cowie | Tbwa \ Tequila Kuala Lumpur | Account Management |
| Shaun Tay | Tbwa \ Tequila Kuala Lumpur | Account Management |
| Reservoir | Reservoir | Post Production |
Discovery Overland Holidays wanted to promote a destination called Tropical Village Mini World which features mini landmarks of the world.
Mini House origami gives callers and recipients the experience of being 'giants' in a mini world which is relevant for the product (a theme park attraction that features mini landmarks of the world).
Print inserts were placed in magazines where readers could fold them into “Mini Houses”. Placed on top of the webcam, they started video calling friends via Skype. Both callers and recipients could see the callers peering though the windows like giants in a mini world!
Web traffic in Discovery Overland Holidays increased by 80% and it was covered by blogs and media. Out of this, 50% translated into actual bookings which resulted in an increased number of visitors to Tropical Village Mini World.