MUMBAI, INDIA — Global online travel company Cleartrip’s latest print ad is a manual on how to stand out during sale season without shelling out the budget for the front page. Created by creative company Talented.agency in collaboration with software provider Web Dimension, this print ad urges people to think outside their city, just by making better choices for the sale season.
When the newspapers are filled with a barrage of sale season ads screaming heavy discounts and price cuts, this clever ad by Cleartrip makes people rethink their spending approach and urges them to travel the world instead of buying unnecessary things. But there’s another surprise.
The highlight is a web app where people can scan any sale ad across all pages of the newspaper (or otherwise) to unlock a travel offer from Cleartrip for the same budget. Once scanned, the page throws offers on domestic and international flights, along with offers on three-star hotels and premium stays.
Speaking about the ad, Cleartrip CMO Kunal Dubey said, “It’s sale season and all the brands are fighting for their share in the customer’s wallet. Travelling is no different. If people end up having more money in their bank by not splurging this season, they’ll automatically have money to book their next trip. Shopping on ecommerce [plotforms] is impulsive. Booking trips is not. We want to bring a behavioral change where people start thinking about which trip they will miss this year if they keep shopping for products.”
Every single sale ad (some 5 full pages worth) on today's Times of India is now a @Cleartrip ad thanks to my cheeky little gang @TalentedAgency.
Here's @PGAditiya repping @boredmanek, @tweetpgk, @DwivediKalpit + the rest of the cleartrip gang and showing you how. pic.twitter.com/motfoVnou5
— Gautam (@gautxm) September 23, 2022
Highlighting their role in conceptualizing this campaign, Pooja Manek, Shreya Arora, and Kaavya Shah, creatives at Talented, and Yash Dugar, brand strategist at Talented, said, “The challenge for us wasn’t about thinking of a clutter-breaking print ad. We wanted to push ourselves to really do justice to Cleartrip’s brief of gaining this sale season’s ‘Share of Wallet.’ That’s when we thought of the web page innovation – a seamless hack to hijack all other ads in the newspaper and help people rethink their spends. If you make someone realize that they can go to Turkey at the price of a TV, making the right choice becomes easier.”
Chalo, don’t need to break any FDs for my Diwali vacation 👍 Saw this amazing hack in today's TOI that’s turning other ads into trip offers👌
Tried it for myself. Spent a good hour scanning everything from pressure cookers to even my Daddy Kool poster 👍 pic.twitter.com/Q2DFwdQM3X
— Atul Khatri (@one_by_two) September 23, 2022
Web Dimension Creative Technologist Kalpit Dwivedi said, “We got excited with the idea the day we heard it for the first time. And we knew this was going to be a labor of love and rigorous testing. To generate intrigue and excitement for the user, we mix 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 are hoping people get inspired to spend their money on travelling.”
Cleartrip’s The Big Billion Days will be live until September 30 and the brand has planned a host of other marketing interventions to get this message across.
