Cleartrip recently launched a print ad created by Talented.agency in partnership with Web Dimension to get people thinking beyond their city by simply making better decisions this sales season.
At a time when newspapers are filled with a barrage of sale season ads screaming hefty discounts and price cuts, this ad from Cleartrip aims to get people to reconsider their spending habits and urges them to: to travel the world instead of buying unnecessary things.
The other highlight is a web app – ortraveloncleartrip.com, where people can scan (or otherwise scan) any sales advert on any page of the newspaper to unlock a Cleartrip travel offer for the same budget. After scanning, the page will show deals on domestic and international flights, as well as deals on 3-star hotels and premium stays.
Kunal Dubey, CMO, Cleartrip, said: “It’s sale season and all brands are fighting for their share of the consumer wallet. Travel is no different. If people end up with more money in their bank because they don’t spend money that season, they automatically have money to book their next trip. E-commerce shopping is impulsive. Booking travel is not. We want to create a change in behavior where people start thinking about what trip they will miss out on this year if they keep shopping for products.”
Pooja Manek, Shreya Arora and Kaavya Shah, Creatives at Talented, and Yash Dugar, Brand Strategist at Talented, highlighted their role in designing this campaign, saying, “The challenge for us wasn’t to think of a clean print ad. We wanted to push ourselves to truly live up to Cleartrip’s brief of winning this season’s “share of wallet”. That’s when we thought of website innovation – a seamless hack to hijack all the other ads in the newspaper and help people reconsider their spending. If you make it clear to someone that they can go to Turkey for the price of a TV, it becomes easier to make the right choice.”
Kalpit Dwivedi, Web Dimension’s Creative Technologist, said: “We loved the idea when we first heard it. And we knew this would be a labor of love and rigorous testing. To create intrigue and excitement for the user, we blend artificial intelligence with machine learning algorithms to deliver a seamless experience. Despite a complex backend, the frontend is simple and clean. With this actionable solution, we hope people will be inspired to spend their money on travel.”
Cleartrip’s The Big Billion Days will be live through September 30, and the brand has a variety of other marketing efforts planned to get this message across.