Avis UK were looking for a content led Christmas campaign centred around a competition that would include daily giveaways from their promotional partners in the countdown to Christmas.
We were engaged to deliver a campaign concept and standalone website that would be shareable, engaging and encourage users back on a daily basis in an attempt to win daily prizes. Whilst remaining on brand, the campaign needed to be fun and festive.
Based around Avis ‘Unlock the World’ motto, we designed and built a campaign microsite that would ‘Unlock Christmas’.
Taking inspiration from classic European travel posters and the traditional advent calendar, we created an animated Christmas scene using the Avis colour palette but with an illustrative twist, running for 12 days.
We hid 12 prizes behind different doors in the scene and revealed a daily clue to help users to discover the prize. Each prize door would ‘unlock’ a fun animation – a party in the Hilton Hotel, a BA plane delivering gifts, a spinning Garmin signpost etc.
Users were entered into the daily draw which was supported by a share-driven Twitter campaign and ad-driven Facebook campaign designed to drive traffic and engagement to microsite using the hashtag #AvisUnlockXmas.
After the success of the first year, we refreshed the campaign in 2015, incorporating a further 11 countries and 15 languages. With 42,972 unique competition entries received through the website and over 100,000 overall engagements with the campaign (a significant increase from the year before and well above the set objectives) it’s safe to say the competition will become an annual favourite.