The Campaign

Chinese New Year is the biggest celebration of the year. If you’re married, it’s also the most expensive. Custom demands that you hand out ‘Lai See’ - little red packets filled with cash. You give them to your kids, your friends’ kids, your neighbours’ kids, your unmarried friends and cousins, doormen, vague acquaintances and perhaps most expensively of all, colleagues. Wanna Travel gave people a chance to escape the expense of CNY. Simply log in to the microsite with your Facebook account and it will scan your friends and see how many are unmarried. You put in the average amount you’ll put in each red packet and it will calculate the total amount you’re going to spend this year. It will then show you which destinations you could fly off to for the same amount or less. So your holiday basically pays for itself.

Creative Execution

The campaign ran for six weeks leading up to CNY. The microsite was promoted on Facebook and once you logged in with your Facebook account, it would ask you the average amount you put in on Facebook and multiply that figure by your total number of unmarried Facebook friends. Then it would compare this amount with travel offers on the Wanna Travel site and find you a destination for the same amount or less. The campaign didn't have a huge budget, aiming at people in their late twenties to mid thirties who enjoyed travel, using targeted Facebook ads and online banners.

During the promotion period, the page had an average of over 600 visitors a day, helping to increase sales by 23% compared to the previous year.

The idea uses your Facebook friends' relationship status to work out how much Chinese New Year is going to cost you. It was targeted at married people in their late twenties to mid thirties.