Entered by: WDMP
Project name: Monarch Holidays Personalised Video
Additional agencies: Idomoo
In 2015 the Monarch Travel Group merged Cosmos Holidays into the main Monarch brand and needed its most valuable customers to stay on board. On a tight budget and with limited available insights, this campaign used RFV analysis to identify key individuals and their holiday preferences, before creating bespoke videos for each. Virtually all who opened their email watched the video to the end and the resulting bookings delivered ROI of £5 for each £1 spent.
Judges' comment: "A memorable approach to personalisation. A simple idea, well executed and with impressive results."