28 Degrees customers are super savvy travellers. They're the kind of people who have been everywhere, and tried everything. But unfortunately for 28 Degrees, once they come back home, they put their 28 Degrees card back in the drawer and don't use it until they travel again.
To get customers to start using their cards at home, we created The Unbookable Trip - a giveaway to experience the GRAMMYs, and a money can't buy experience in L.A. All they had to do to win was use their cards on everyday purchases.
We advertised the giveaway by hijacking reviews and articles on popular travel and tourism sites, advertising experiences that money simply couldn't buy.
We also got travel influencers on board to talk about their attempt at booking the ultimate Grammys getaway.
We even created a travel agent chat bot that people could try and book the ultimate unbookable trip to the GRAMMY Awards with, and turned some of the chats into social content.
CLIENT / Latitude Financial Services
AGENCY / BWM Dentsu Melbourne
ECD / Phil van Bruchem
CDs / Giles Watson & Tim Smith
ART DIRECTOR / Omar Jordan Fawahl
COPYWRITER / Isabel Brand