P&O Cruises
Capturing Newcomers with Interactive Quiz, Personalised Recommendations, and Standout Summer Engagement
Typically, the summer months of June to August are not peak booking periods for P&O Cruises. However, in an effort to maintain brand visibility and maximise advertising awareness during this time, P&O Cruises aimed to ensure their presence in the market.
The challenge was to drive awareness and consideration among potential newcomers, thereby encouraging them to consider a cruise holiday with P&O cruises.
The goal was to drive awareness and consideration by increasing newcomer guest sourcing, including maximising reach and frequency, and engagement with in-market high-value potential newcomers.
P&O Cruises aimed to drive brand preference by showcasing the benefits of a cruise holiday with P&O Cruises and the breadth of their product with Holiday Like Never Before.
Drive Awareness & Consideration
To effectively reach P&O Cruises' target audience, Wavemaker partnered with Mobsta to utilise their unique access to Nielsen data for programmatic audience activation in The Trade Desk.
Mobsta analysed Nielsen data to pinpoint individuals interested in holidays and cruises, whilst Mastercard data helped identify those who spend on cruise and holiday apparel. This approach allowed Mobsta to define P&O Cruises key audiences. Discoverers & Tourists (Primary) and Relaxers (Secondary).
Interactive ad experience that engaged users in a conversation
This approach allowed for a personalised experience to tailor a cruise recommendation based on different types of travelers and who they would be traveling with.
User attention was captured asking them ‘ What type of traveller are you?’ Cavai’s decision tree technology matched audiences with a cruise recommendation based on their selection that then deep linked them to the relevant Cruise landing page to learn more.
P&O cruises campaign exceeded benchmarks across multiple metrics inc. Lumen attention. Mobsta Expandable units drove the highest interaction rate (+1%) vs other formats. In addition, insights revealed that Leisure seeker & an adventure with partner were the most popular dream getaway choices.
Cavai:
- 0.36% Interaction Rate
- 0.30% Conversation start rate
- 11,298 Conversations
Lumen:
- 1,303 Attention per 1000 imps
- 33% View Rate
- 3.98secs Dwell Time
