Brandmovers India and Yatra.com take travellers down memory lane in Relive Happiness campaign
Yatra.com is an online travel agency in India, best known for their deals on holiday packages, hotels and flights, they also firmly believe in ‘creating happy travellers.’ As an extension of this ideology, they introduced the concept of Relive Happiness.
The concept for this campaign was to take people on a journey down memory lane. Executed by Brandmovers India, a creative digital agency based in Mumbai, #ReliveHappiness was a digital campaign which had a social component as well as a microsite. The primary idea was to ask people to send in photographs of a travel memory they would like to recreate and a small write-up about why they would like to relive it.
The call for entries was made on all of Yatra’s social platforms – Facebook, Twitter and Instagram and users were redirected to the microsite where the entries were being taken in. Hundreds of entries were received over the duration of the campaign and finally, one family was chosen. This family was then to be taken to the place where the photograph was clicked and made to create a contemporary version of this photograph.
The winning entry was Surmai Bhatt’s and a video was made to highlight their story. This video then went on to create waves across social media. It was indeed a journey to remember!
Deviating from marketing their services fetched Yatra commendable results. During the course of the campaign, they received over 4500 entries, reached over 3,80,000 people and gathered 4,50,000 impressions.