CIBC Aventura Inspires Spontaneous Travel in Campaign by Juniper Park\TBWA
Cardholders surprised with opportunity to “drop everything and fly”
Travel reward cards - we all have them, and we’re all saving for that one special trip… But when did we stop being spontaneous and travelling on a whim?
To get CIBC Aventura cardholders to use their points instead of hoarding them, the travel rewards card and its agency Juniper Park\TBWA is positioning itself as the card that lets consumers be spontaneous and, well, drop everything and fly.
The creative idea came from the consumer benefit of CIBC Aventura – which is that Aventura cardholders can be more spontaneous and use their points more often because so few points are needed for a short haul flight. We set out to show cardholders how easy it is to “drop everything and fly”.
To give consumers the rush that comes with being spontaneous, we used Snapchat Spectacles to put viewers in the shoes of actual CIBC Aventura cardholders who have decided to drop everything and fly. Instead of focusing on the actual trip itself, the spot focuses on the spontaneous nature of impromptu travel and the fun and exciting chaos that comes after travellers book their trips. The spot is amplified with 6 second bumper ads that tease the spectacles footage, along with a canvas ad that immerses viewers in the excitement of deciding to drop everything and fly.
The campaign takes a multi-channel approach: Digital video, Digital display, Social, Print, Radio and OOH will be used to grab attention, build an emotional connection and demonstrate that Aventura rewards are real and tangible. Digital and programmatic data will also be utilized to directly engage consumers, showing how Aventura makes their spontaneous travel goals possible.
Martina Esguerra, Christine Tsao, Gemma Knight (Video)
Group Creative Director:
Andy Linardatos, Hylton Mann
Group Account Director:
Laura Simhoni, Brianne Collins, Craig Horning
Chief Creative Officer:
Terry Drummond, Alan Madill, Barry Quinn
Jennifer Szilagyi, Cassandra Valchuk
Edo Albani, Sandra Avey
Music and Sound
Audio Post Production:
Post Production / VFX
Post Production House: