Curacao hidden treasure
30 03 2009[youtube width="300" height="230"]http://www.youtube.com/watch?v=ioiECWRcD68[/youtube]
Brand: Curaçao Tourist Board
Execution: A funny television spot of thirty seconds invites people to run away for a treasure hunt to Curaçao [pronunciation: kyur uh sow], the largest island in the Netherlands Antilles group. The Curaçao Tourist Board is giving away seventy trips and $500,000, a real travel bailout.
Description: The 30-second video has the format of a news broadcast with an anchorman. Suddenly, people flock in front of the camera to flee for the treasure hunt and the anchorman follows as well. The headlines at the end show a web site where to go and ask for information.
What We Like: The video is funny and looks like a consumer generated streaming video. It speaks to the harsh economic situation and introduces the topic of travel – a luxury during these times – ironically. We love the clear call to action at the end of the spot and that the video can be embedded for viral marketing.
What We Don’t: It misses a bit on the branding opportunity. There is brand interaction only if people go online to www.curacaotreasure.com and fill in the form for the sweepstakes.
Conclusions: A sticky, well-executed campaign.
