Client partner: DFDS Seaways Seaways
Campaign: Real People, Genuine Experiences
As one of the world’s leading ferry operators, our client partner DFDS Seaways run mini cruises and ferry crossings to Holland, Denmark, and Norway.
In 2011 they established a new global communication concept: ‘Real People, Genuine Experiences’. Charged with producing the campaigns for the UK, we have developed a number of campaigns using this unique strategy.
To encourage early booking for spring and summer, each year we produce a campaign to run in the key period between January and March.
Real People, Genuine Experiences’ focuses on how DFDS Seaways really make their customers feel.
By providing customers with a video camera to capture their favourite holiday moments, the campaigns have real emotional impact and a sense of authenticity that cannot be achieved so easily with styled models.
The experiences captured by customers are unique to their DFDS Seaways experience, and so final campaign communicates a message unique to the brand.
The 2014 early booking campaign aimed to build on the success of previous use of this authentic concept. We adapted it to focus on the offers available: a 10% discount plus deposit scheme for ferry crossing customers, and a 2 for 1 deal for mini cruise customers.
Our target was the ferry crossing audience in Scotland and Southern England, as well as the ferry crossing and mini cruise audience in North East England.
In keeping with the brand strategy, all communications featured real DFDS Seaways customers. The campaign focused around the TV content, which contained the footage shot by the families and couples themselves.
Supporting still photography was used in both online and offline media to ensure a seamless continuation between the two.