CARNIVAL CRUISE
CARNIVAL CRUISE
Project
Play Away
Client
Carnival Australia
While you’re staring at a screen, Sonya’s staring at a 360°
horizon, sipping a piña colada. On a Tuesday.
Carnival is what play looks like when it’s taken seriously. Our new brand platform - Play Away - is a much-needed invitation to Australia to play.
In a 360 campaign, we tapped into good old-fashioned FOMO - the kind that makes you realise just how much fun you’re not having.
Our media-led hyper-targeted approach let us speak to Aussies in their most mundane moments - reminding them of the Carnival play they’re missing out on.
And it’s working. Early in-market testing shows the campaign is performing in the top 90th percentile for cut-through, recall and brand distinction.
Well, go on. Have a little play.
While you’re staring at a screen, Sonya’s staring at a 360° horizon, sipping a piña colada. On a Tuesday.
Carnival is what play looks like when
it’s taken seriously. Our new brand platform - Play Away - is a much-needed invitation to Australia to play.
In a 360 campaign, we tapped into good old-fashioned FOMO - the kind that makes you realise just how much fun you’re not having.
Our media-led hyper-targeted approach let us speak to Aussies in their most mundane moments - reminding them of the Carnival play they’re missing out on.
And it’s working. Early in-market testing shows the campaign is performing in the top 90th percentile for cut-through, recall and brand distinction.
Well, go on. Have a little play.
While you’re staring at a screen, Sonya’s staring at a 360° horizon, sipping a piña colada.
On a Tuesday.
Carnival is what play looks like when it’s taken seriously. Our new brand platform - Play Away - is a much-needed invitation to Australia to play.
In a 360 campaign, we tapped into good old-fashioned FOMO - the kind that makes you realise just how much fun you’re not having.
Our media-led hyper-targeted approach let us speak to Aussies in their most mundane moments - reminding them of the Carnival play they’re missing out on.
And it’s working. Early in-market testing shows the campaign is performing in the top 90th percentile for cut-through, recall and brand distinction.
Well, go on. Have a little play.
