The Brief

Discovery Overland Holidays wanted to promote a destination called Tropical Village Mini World which features mini landmarks of the world. The task was to increase online bookings via their website. Since it is a Mini World, it would be interesting to let people know what it feels like to be a giant in a theme park like that.

Describe how the promotion developed from concept to implementation

The interactive activation has an online experiential solution. The idea takes the form of a Mini House origami in which people place over their webcams before video-calling their friends via Skype. When connected, both callers and recipients will see the callers peering into the window like a 'giant' in a mini world. There's a call-to-action line and since both are already online, it is easier to visit the website and make their bookings.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

The Mini World origami is relevant to the activation exercise because it allows the callers and recipients to experience what it is like to be a 'giant' in a Mini World.