Our mission was simple...Drive awareness of Vueling Airlines four new routes from Cardiff Airport. Our platform to do this was with ten-second broadcast stings to be aired during the ITV Weather report.
We had four routes to promote. Alicante, Malaga, Barcelona & Majorca. ITV Weather Sponsorship has different governance to an ITV Commercial that would play mid-program in the commercial break. Heavily regulated by Clearcast, ITV weather sponsorship is an opportunity to sell the brand indirectly by association only. There are to be no calls to action, no prices, and no special offers mentioned within the ITV Weather sting. The governance subjected to the stings limits all aspects of the creative.
We created memories of summer...
Shark Biscuit decided that the best way to sell the routes would be to invoke the memories of summer holidays past. To present a nostalgic memory of the warm, summer haze that we feel when remembering summer holidays with our loved ones. We created motion graphics of polaroids. We brought each destination to life by filling each Polaroid with video footage of each destination instead of just a still image which the audience may have expected. The final shots of each sting focused and gave precedence to one of the four destinations.
Limited broadcast time of just ten seconds...
With only ten seconds to work with we knew that we had to communicate our message clearly and succinctly. We allocated five seconds to our packshot at the end of each Sting which we know allows sufficient dwell time for the audience to read and to see the sponsor logos.The 12-month duration that these stings aired for is a testament to their success. Seen 95.5 million times from a universe of 3.7 million Vueling enjoyed an uplift in passenger awareness and bookings across the routes.
We decided to go with Connie Fisher for the voice over. We felt Connie offered warm, sunny & upbeat tones. That she had a recognisable voice that would help the stings command more attention. Connie is a local customer to Cardiff Airport & Vueling so we felt her persona would also be a strong fit. We experimented with a few music tracks before deciding to produce our own. An authentic flamenco guitar underpins a happy and vibrant instrumental that we felt complements Connie's voice and warm, bright, motion graphics.