| Title | GIVE THEM WINGS |
| Brand | EXPEDIA INDIA |
| Product / Service | AIRASIAEXPEDIA ONLINE TRAVEL SERVICES |
| Category | A09. Best Use of Social Media Marketing |
| Entrant | ISOBAR INDIA Mumbai, INDIA |
| Entrant Company: | ISOBAR INDIA Mumbai, INDIA |
| Advertising Agency: | ISOBAR INDIA Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Gopa Kumar | Isobar | Director |
| Himanshu Arora | Isobar | Associate Director |
| Akhil Sethi | Isobar | Sr. Business Executuve |
| Karam Flora | Isobar | Social Media Managaer |
| Anadi Sah | Isobar | Creative Group Head |
Some numbers that swelled successfully for us – - Upwards of 100,000 fans in just 4 weeks - 4500+ application users - More than INR 1.2 million collected through facebook likes/invites & Expedia travel bookings - YouTube performance - 14 videos of street & working kids were uploaded. Right from uploading the first video, these were watched, commented & shared on the whole community which resulted in: • Channel views jumped to 1,40,000 • Subscribers increased from 0 to 50 • Drove additional traffic to brand’s website and increased fans on Facebook page • Campaign reached 100% of YouTube audiences
For every LIKE on facebook page, Expedia contributed Rs. 10 to a fund especially created for the traveling kids. Users were encouraged to invite their friends and for every 10 invites, Expedia contributed Rs. 10 again. In addition, out of every booking made on Expedia website during the campaign, Rs. 100 was again donated to the fund. While the real action took place offline, a virtual relay of the entire activity hooked the fans on facebook, twitter & youtube. Fans could watch, comment & share pictures and youtube videos of the traveling kids. Small kids talking candidly in front of the camera about their hard lives and want of travel was undoubtedly the highest point in a fan’s mind. Apart from this, a new record was achieved under Limca Books of Records for ‘Maximum number of postcards hand-painted by these kids.’ 2600 + postcards in 4 hours 15 minutes!
The brief that arrived at our desk had twin objective of creating brand awareness and boosting brand image for Expedia, all in a unique way. Oh, also engaging all Expedia’s fans across social media platforms! At the onset of New Year, Expedia, world’s largest online travel company wanted to do an online activation to bring joy to the society. Taking a cue from what best they do worldwide, we proposed Expedia to book a flight – DEL – BOM – DEL, only this flight was to be different – it would fly 100 street kids from Butterflies NGO, on an all expenses paid 3 day holiday. For Expedia, this project doesn’t just stand as its maiden CSR programme worldwide but also its best Social Media move till date. For us, it’s an inspiration to do better each time, every time!