Klook were launching in Australia and needed a campaign that showcased their platform’s world of experiences to would-be travellers. We leant in to an audience insight that showed younger travellers valuing experiences over things. This, in turn, helped us unlock a truth about Aussie travellers that we like a richer holiday experience. Some cultures are happy to just tick off the sights but not us Aussies. We prefer to embed ourselves in culture and live like a local whenever possible. And so ‘Travel Fully’ was born. A bold call to action that inspires travellers to do more on their holiday.
At the heart of this campaign was the face of Klook, Purple Wiggle John Pearce. Our TVC finds John, on set, stressed at not having booked any experiences for his family. With the Klook app he’s able to try on (literally) a bunch of experiences before settling on the right ones for his wife and young child. In our outdoor executions John is shown surrounded by the fruits of his ‘full’ holiday, trinkets and souvenirs beneath him forming an island. “It was such an amazing experience working with Paper Moose to bring ‘Travel Fully’ to life. The campaign does a great job showcasing the joy of using klook for holiday travel experiences.”” Mia Bacarro, Head of Marketing, klook, ANZ
