Viator’s commercial achieved remarkable success by blending humour, relatability, and a clear value proposition. The video’s popularity and positive reception proves its effectiveness in resonating with target audiences. It follows the Problem-Agitate-Solution (PAS) framework, highlighting a common travel planning dilemma, amplifying the associated frustrations, and presenting Viator as the ultimate remedy.
OBJECTIVES
- Increase brand awareness and recognition for Viator.
- Drive traffic to the Viator website and app.
- Position Viator as the go-to platform for booking unique travel experiences.
- Emphasize the variety and quality of experiences available on Viator.
THE HOOK
- The video begins with a visually striking and relatable scene: two travellers precariously dangling from a cliff edge, regretting their poor planning. This immediately grabs the viewer’s attention and creates a sense of tension and curiosity.
- The dialogue, “We could have planned this a lot better,” establishes a common travel planning pain point that many viewers can identify with.
- The unexpected appearance of the Viator app, held by one of the dangling travellers, adds a touch of humour and introduces the solution to the problem.
WHY IT WORKS
- Relatability: The scenario of poor travel planning is a common experience, making the video immediately relatable to a broad audience.
- Humour: The exaggerated predicament, the character’s reactions, and the surprise appearance of a goat add humour, making the video memorable and engaging.
- Clear Value Proposition: Viator is presented as a solution to the problem of poorly planned trips, highlighting its extensive selection of experiences and trusted reviews.
- Concise Messaging: The video delivers its message quickly and efficiently, avoiding unnecessary jargon or complexity.
- Strong Call to Action: The “regret less, do more” slogan encourages viewers to take action and explore Viator’s offerings.
TAKEAWAYS
- Humour and relatability are powerful tools for capturing audience attention and creating memorable marketing campaigns.
- Clearly defining a problem and presenting a solution is crucial for effective advertising.
- A concise message and a strong call to action are essential for driving conversions.
KEY ELEMENTS
- Introduction (hook): Two travellers hanging from a cliff, expressing regret over their poor planning.
- Problem statement: The travellers’ predicament highlights the common problem of poorly planned trips.
- Solution (product/service): The Viator app is presented as a solution, offering diverse travel experiences.
- Benefits and features: Over 300,000 experiences, guided tours, traveller reviews are showcased.
- Call to action (CTA): “Regret less, do more with Viator” encourages viewers to use the platform.
This video follows the Problem-Agitate-Solution (PAS) framework by presenting the problem of bad planning, then escalating this scenario. The resolution is the use of Viator to get you back on track for booking unforgettable experiences.
MAKE IT YOURS
- Replace the cliffhanger scenario with a situation relevant to the business’s industry. For instance, a software company could depict a frustrated office worker struggling with outdated technology.
- Tailor the problem statement to the specific pain point the business addresses.
- Showcase the business’s product or service as the solution to the problem.
- Highlight the key benefits and features of the offering.
- Create a clear and compelling call to action relevant to the business’s goals (e.g., “Request a demo,” “Visit our website”).
- Maintain the humourous tone and relatable characters to ensure audience engagement.
- Ensure the ending is impactful and not abrupt.