SOCIAL FILTERS
HALLOWEEN
We had a problem, we were leaders in social travel, except on Halloween our travellers felt excluded. Limited luggage space and travel logistics made it difficult to participate in the worlds biggest dress-up party.
So we gave them a way to join in (no packing required). We ran a Halloween content competition. Three Contiki Halloween filters were created on Instagram & TikTok. Our travellers got into character, masking themselves in Contiki colours, and took over our social with spooky videos. Best video won their trip a Halloween party.
The result:
6k+ used our masks. 4,665 video captures made. 61k impressions. And all our travellers got the chance to participate in halloween this year.
TikTok dance trends during lockdown taught us something, dance brings people together. So when we could no longer ‘Travel Together’, Contiki Movement brought young travellers together till the world moved freely again.
Post COVID Contiki Movement became less participation, and more brand performance. I created a concept to get our travellers dancing together again, by gamifying it. We create social filters with dances to follow. Allowing young travellers to combine their love of dance and travel in shareable moments from iconic locations worldwide.
Contiki Movement
Inspo Gamification
Inspo Character
TRAVEL SELECTOR
As sales increased we needed to find new ways to get our audience to engage.
This Travel Selector filter was one of them. It allowed us to show off our trip list in a fun and shareable way. As it was shared between friends interested to see what location they'd get. Each spin another opportunity for a Contiki trip they truely want to take to convince them to take a closer look at the sale.
Hidden functions:
I had an idea to give this filter a commercial edge. Elevating it from a simple trip selector played for fun.
How it worked? Once the user had been randomly assigned a trip, a message is revealed and a real promo code for that trip rewarded. All they had to do was smile. The promo code shifts their attention from game to purchase, from awareness to consideration.
In 2024 our Cyber Sale creative treatment played on a glitch effect.
I saw an opportunity to use social filters to make the sales creative much more scalable. Using the filter allowed us to hero our Onroad crew live from iconic locations all over the world. No studio production required. It was so simple to use we gained a lot of content flexibility. In minutes we could pivot our messaging or push specific trips depending on what was happening at that point of the sale.
VALENTINES
Contiki trips are full of love stories, holiday romances, surprise proposals, and where life long relationships begin. We had plenty of love stories to tell but none that stand out as social feeds are flooded with similar Valentines posts.
So we created a filter for passengers to announce new holiday romances, and celebrate love found miles from home.
Our target audience (Gen-Z) were vocal about Valentines Day advertising being too narrow and we agreed. So we created the first inclusive Valentines filter that allowed everyone to celebrate. No matter your sexual preference, or relationship status, because everyone deserves love this Valentines.
Many young Australians begin their gap year with Contiki. So the local team launched Contiki University. A campaign built around the idea that some of life’s most valuable lessons happen outside the classroom.
To extend the idea socially, I created a filter that let travellers share the real lessons they’d learnt on the road. The unforgettable stuff you only learn by living it.
It turned the campaign into something participatory and personal, giving travellers a simple, shareable way to show that the best education doesn’t always come with a qualification.
