|Title||LITTLE CARNIVAL. THE SMALL SHIP THATS BIG ON FUN.|
|Brand||CARNIVAL CRUISE LINE AUSTRALIA|
|Product / Service||CARNIVAL CRUISES|
|Entrant||RED ENGINE Sydney, AUSTRALIA|
|Idea Creation||RED ENGINE Sydney, AUSTRALIA|
|Media Placement||MEDIACOM Sydney, AUSTRALIA|
|PR||FLEISHMANHILLARD AUSTRALIA Sydney, AUSTRALIA|
|Production||RED ENGINE Sydney, AUSTRALIA|
|Production 2||BIG KAHUNA IMAGINEERING Sydney, AUSTRALIA|
|Production 3||ENGINE ROOM PRODUCTIONS Sydney, AUSTRALIA|
|Additional Company||CARNIVAL CRUISE LINES Sydney, AUSTRALIA|
|Jye Smith||Red Engine SCC||Head of Strategy and GM|
|Dan Saunders||Red Engine SCC||ECD|
|Ben Harrison||Red Engine SCC||Senior Creative|
|Katy Ward||Red Engine SCC||Account Director|
|Georgia Mappin||Engine Room||Senior Producer|
|Claire Monya||Red Engine SCC||Strategist|
Little Carnival. Small on size, big on fun. Not only are many families yet to experience the fun of cruising, but we had to convince them to sail on a ship they couldn't see. How did we get into the hearts and minds of our audience? Built a miniature replica and the world's smallest ship: Little Carnival. With a top speed of 25kph, we took Little Carnival to the people of Australia, and with it, all the fun of the big ship on wheels! Equipped with the signature Green Thunder Waterslide the iconic Whale Tail Funnel, Little Carnival continues to make waves across Australia.
Overall budget: $106,835 Breakdown of costs: Production of the ship: $18,500 Creative costs (ideation & video assets): $28,335 Activation partnerships: $38,000 Paid media budget: $22k
We knew that building the Little Carnival ship was not enough. We needed a mix of physical activations and digital communications to complete an end-to-end campaign over 6 weeks. The physical execution included family-centric events such as the Quaycentre Sydney Netball match and NSW NRL Touch Football Finals in Penrith. We also wanted to make the idea work harder and convert directly through retail and travel events. From a digital perspective it needed to be best practice: the hero video published on Facebook & Instagram, including a fascinating making-of, and geo-targeted retail cut down videos creating a path to purchase. The idea worked on multiple scales: digital for efficiency and live for impact – and everything in between. We met the needs of multiple functions within CCL.
Reach: 3,024,798 Engagements: 343,237 Clicks to website: 26,332 PR total reach: 1,534,779 Little Carnival contributed to a 458% YOY increase sales, compared to the Program Launch period in previous year* Based on the first 5 weeks of Program being open 2017 - first 5 week Program Launch Sales period - from May 10th 2017 2018 - first 5 week Program Launch Sales period - from July 2nd 2018 Splendor Sailing contributed to 50% of bookings during this 5 week sale period, with remaining sailings from Carnival Spirit in Brisbane sailing, and transpacific/repositioning of Spirit sailing.
The challenge was to announce and excite the target audience of fun loving families about a ship that hadn't yet arrived to Australia. Whilst the customers were not able to explore the actual ship - we needed activate the fun feeling with families through a unique experience and interactive activation, and drive sales! Fun is at the core of the Carnival brand, and we wanted to ensure that was weaved into our idea. Using the blue prints, we made our own tiny version of the ship. The ship then physically engaged with the target audience at fun land-based locations!
Carnival Cruise Line wants to help Australian families escape the mundane by bringing fun into their everyday. In a category that struggles with differentiation, we needed to attract families and the ‘new to cruise’ market by demonstrating our Choose Fun proposition through an integrated campaign. A fun, photographic and family-oriented activation experience was needed: create something new and tangible. The insight: families can struggle to find fun, easy holidays. Communications and content needed to: ENGAGE: through physical activations and hero videos on Facebook and Instagram ACTIVATE: at family events such as NRL touch football final and the Suncorp Netball final - The ship even delivered the ball court side! CONVERT: geo-targeted retail video ads (Brisbane, Melbourne, Sydney) to convert customers and promote our new 2020 itineraries. EXTEND: ‘Little Carnival’ on tour - to Australian cities and retail activations within those cities.