lastminute.com Good Stuff case study

Adding Microsoft Advertising’s audience targeting capabilities to lastminute.com’s high-impact branded media campaign on MSN ensured that consumers went further when it came to snapping up late travel and lifestyle offers. The combination of branded buy with audience targeting resulted in an additional 2.27m pages viewed on lastminute.com, 30,000 additional searches for lastminute related terms and an incredible 6,300 additional conversions.

Objectives

• Drive awareness of lastminute.com’s ‘lastminute good stuff’ campaign

• Increase traffic to the lastminute.com website

• Drive booking rates

• Build brand favourability for lastminute.com

Target audience:

• Consumers keen to make the most of their free time by doing as much ‘good stuff’ as possible

Products used:

• Channel takeovers of MSN Life & Style, MSN Entertainment and MSN Travel for the branded media buy

• Behavioural Targeting and Remessaging for the audience targeting buy

Creative Solution:
Every Thursday during the campaign, visitors to the MSN Travel, MSN Entertainment and MSN Life & Style channels encountered a lastminute.com channel takeover. Windows Live Hotmail users saw high-impact brand placements delivering the message that great offers were available over the next 24 hours with rich media MPU’s counting down the hours, minutes and seconds remaining for ‘lastminute good stuff’ as part of the creative.

Results:
combination of branded buy with audience targeting resulted in an additional 2.27m pages viewed on lastminute.com, 30,000 additional searches for lastminute related terms and an incredible 6,300 additional conversions.

Download the full lastminute.com case study