Case Study

CheapflightsDrag, Drop and Go


Cheapflights revolutionised searching for flights by turning its online display media into a simple flight search using images and web banners. For example, say someone in London is reading an article about their favourite local football team playing a Champions League match in Spain. They’d be able to drag the article image into the Cheapflights banner, which would instantly find the best tickets, at the best price, for the next live match.

For the initial launch, Cheapflights focused on sports, arts and music, as nowadays a lot of people travel to experience these live. According to a UK report, 45% of live music audiences in 2016 were music tourists and there were 9.5 million music tourists in the UK alone.

The ‘Drag, Drop, and Go’ banner is live on sports, music and culture sections of major UK and global news websites, such as the Guardian. And Cheapflights plan to include other areas of interest in the future.

Results

  • Engagement rate was 145%, which is a lot higher than the benchmark for other digital campaigns
  • 92% of users interacting with the banner clicked through to the Cheapflights website
  • It has now become Cheapflights’ new way of using digital display media 

BEHAVIOURAL ECONOMICS USED

This is a brand full of surprising ways to remove choice from a paralysing decision. This simple device is an excellent case of resolving CHOICE REJECTION whereby too much choice is overwhelming and procrastination pervades. Drag, Drop, Go is a great example of CHUNKING too (more on this later).

Case Study

Jet.comCareculator


In an attempt to take the edge off festive season stress and make budgeting for Christmas gifts easier, Jet.com created the ‘Careculator’.

While everyone wants to impress their friends and family with the best possible presents, the reality is that most people can’t afford to splurge on every single friend and family member. Jet.com’s Facebook tool scans a person’s Facebook interactions to help them determine how much money they should spend on each of their friends that year. By looking at likes and comments, the ‘Careculator’ decides how much each Facebook friend is ‘worth’ before Jet.com presents users with gift options that fall within the determined price range.

The clever tool is part of the Walmart-owned online retailer’s ‘#SpendLessOnThePeopleYouLove’ campaign, which is rooted in the belief that you can still buy someone a nice gift without hurting your bank account.

Results

  • Trending topic, generating over 200,000 conversations on social
  • 100 million earned media impressions
  • Average of nine ‘careculations’ per user
  • Picked up by major media and industry sites
  • Featured story on over 30 TV news broadcasts across the United States

BEHAVIOURAL ECONOMICS USED

This is a really clever example of FRAMING which leverages how something is framed e.g. described, affects perception of value. Not only are Jet.com encouraging us to compare our friends, they are then aligning a value to the friendship – genius.