Lastminute.com launches major pan-European brand marketing campaign

  • Aiming to put the “fun” in functional, the concept includes a CGI Flamingo character and “flamojis”
  • Social media-led Whatever Makes You Pink campaign takes a storytelling approach to help reconnect holiday makers with their ‘Pink’ side of life

This February, iconic brand, lastminute.com, is launching a Pan-European multi-channel marketing campaign designed to position the brand as a creator of memorable experiences.

Making a significant brand investment across the UK, France and Italy, the Whatever Makes You Pink campaign, will be rolled out across all customer touchpoints, focussing on social media and digital channels.

The move comes as lastminute.com celebrates its 20th anniversary, with the company launching it’s groundbreaking website in 1998.

This will be lastminute.com’s first social-led campaign and will initially launch on Facebook and Instagram, including Instagram Stories, with short videos and a number of specially created ‘Flamojis’ featuring the Flamingo – the campaign protagonist built by the campaign agency, Publicis London, using CGI technology.

The campaign starts by highlighting how flamingos are born grey and then ‘turn pink’ doing what they love – eating shrimp – with the creative complementing lastminute.com’s iconic pink identity, drawing inspiration from experiences enjoyed while on holiday which are fun and allow you to reconnect with the ‘Pink’ side of life.

Extensive social media activity, centred around the hashtag #WhateverMakesYouPink, will be supported by multi-channel activations across all major customer touchpoints, including OOH activation.

A new TV advert is also set to air in the UK, France and Italy in March with the intention of inspiring people to travel and enjoy experiences that will make them ‘pink’ – just like the Flamingo. The adverts, created by Publicis London, will air across a number channels in popular slots, for maximum reach and exposure.

“We wanted to create a campaign that would increase brand recognition, while driving at the same time real business outcomes and to maximise efficiency” explained lastminute.com, Chief Marketing Officer, Yannic Pluymackers. “That’s why we decided to combine a compelling creative storytelling concept with a social led programmatic/data driven approach. With the last one becoming increasingly relevant within our overall marketing strategy.”

The campaign will help create an emotional connection with their customers that will grow awareness of the brand and its products, as well as drive incremental traffic to its websites and apps across Europe.

The new lastminute.com campaign is part of a wider work redefining the brand positioning and purpose of the brands of the lastminute.com group under the strapline “Get Busy Living”. With the new concept going hand in hand with the company’s vision – to be the most relevant and inspiring travel company, committed to enriching the lives of travellers.

Elena Galli, Head of Brand Marketing for lastminute.com, said: “We wanted to take a strong position on a cultural attitude, that modern living is full of endless distractions, meaning we waste time on things that don’t really matter. Travel frees people from this cycle and enables you to reconnect with the best of you.

“The Whatever Makes You Pink campaign differentiates us from the more functional approach taken by many competitors and will resonate with our customers needs.”

The brand concept and assets of the #whatevermakesyoupink campaign will then be developed and integrated by the internal content production department of lastminute.com, ensuring that the brand continues to connect with customers beyond the booking stage in a consistent and relevant way.

The campaign, which will launch in February, is set to run until the summer.

Dave Monk, Executive Creative Director, Publicis London said “There’s a good creative energy amongst the guys at lastminute.com and we’re looking forward to developing the Get Busy Living platform across markets and channels in the future”