LITTLE CARNIVAL. THE SMALL SHIP THATS BIG ON FUN.

TitleLITTLE CARNIVAL. THE SMALL SHIP THATS BIG ON FUN.
ClientCARNIVAL CRUISE LINE AUSTRALIA
Product / ServiceCARNIVAL CRUISES
CategoryC01. Guerrilla Marketing & Stunts
EntrantRED 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

The Campaign

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.

The Brief

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

Creative Execution

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.

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

Reach: 3,024,798 Engagements: 343,237 Clicks to website: 26,332 PR total reach: 1,534,779 The campaign contributed to a 458% increase in bookings, compared to the same period last year.

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

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.

Credits

Name Company Position
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
Links
Video URL