Our task was to increase consideration of National Express as a viable travel option over the Christmas period, and subsequently generate sales with an attributable ROI target set at 1.5.
National Express is the only national transport provider to run services on Christmas Day. Our message wasn’t one of ‘selling travel’, but rather tapping into the emotion of the time of year by delivering wholesome, believable reasons for booking, and how National Express is THE conduit for bringing people together. It’s the little moments that make it special – those Christmas Moments Not To Be Missed.
We created ‘home-movie’ style videos of 15 and 30 second edits, served across programmatic video, broadcast VOD and paid social. Supporting assets (paid social carousels, emails) maintained a homemade feel. In just three weeks, 4.8 million impressions of the video were delivered, reaching 770 thousand unique users.
New customers were booking from departures / routes that weren’t usually as high performing, whilst 22% of existing customers who booked over Christmas had not made a booking in the 12 months prior. A staggering 34% of all customers were new. With increases in both consideration and purchase intent, an attributable ROI of 1.8 was achieved, with National Express experiencing it’s busiest Christmas period, and busiest ever single day in it’s almost 50 year history.
Rise in customer numbers
Revenue uplift compared to same period in 2018
Of all customers were new
Paid Media Stats
Programmatic video impressions
Programmatic video views
Paid social views
- Jason Vinciguerra Concept/Art Direction
- Jon Harrison & Richard Elwell Creative Director
- Kingdom Video Editing