It started with sound.
We put the focus on authenticity and devised cost-effective ways to bring this campaign to life.
Discover the World are all about authentic holidays for passionate travellers. They take people to some of the most amazing places on Earth - so first we defined what it meant to ‘discover’ the world. This could mean to see the world, hear the world, feel the world or to taste the world. This thought process led us towards sensory content, considering trends such as ASMR and ambient video.
Brand awareness
Campaign creative
Campaign optimisation
Strategy
Video production
See the world…
To convey the brand’s Arctic focus, whilst showing the wider range on offer, we scoured various sources for the perfect footage. Working with a limited budget, we combined client-supplied material with library video. All clips had to create a sense of immersion and authenticity, together with opportunities to create an evocative soundscape. This material was painstakingly edited together to form a video showcase that runs for less than one minute, but still seems to proceed at its own calm pace.
Hear the world…
All sounds were carefully created, sourced, edited and added to the footage. This included every noise, every footstep, every animal. No original video sound was used. We did this to ensure consistency and control in order to maximise the sense of truly being there. For this video, it was important to avoid any use of music or promotional voice over throughout. What better way to convey an authentic experience than hearing the sounds of the environment as if you were there?
The campaign exceeded expectations, with a high level of engagement. View rates and completion rates were well above the benchmark, ensuring that the cost per click was kept very low.
“We were delighted with the evocative creative concept that Accord came up with and loved the finished video. We felt the immersive soundscapes perfectly represented the Discover the World brand and brought to life the magical experiences of our holidays. Accord did a brilliant job of handling the whole campaign from the initial idea to the finished creative, as well as refining and optimising the campaign as it progressed. They introduced YouTube as a brand awareness channel and the results exceeded our expectations. As a result, we have since included multiple YouTube campaigns within our overall marketing mix.”
Georgina Hancock
Marketing Director, Discover the World