We needed to give TripAdvisor.com, the world ’s largest travel site, a unique voice on social media during the 2014 Football World Cup. Knowing that football fans, coaches and bookies across the globe will do anything to predict the outcome of matches had given rise to a host of fraudulent World Cup animal oracles. So we introduced a new World Cup oracle, based on fact. With millions of user written reviews TripAdvisor put forward their own prediction bracket based on the hotels the teams were staying at in Brazil during the tournament. The predictions were formulated by researching the amenities, reviews and rankings found on the website. These predictions were then tweeted to the millions of followers on TripAdvisor's social platforms. During the games TripAdvisor gave running commentary as match events unfolded. Linking the action on the pitch to insights gained directly from reviews. Using the hashtag #HotelCup we started an entirely new social media conversation, putting a new slant on how the World Cup was decided. Not only was the conversation shared, and blogged about but more impressive was the accuracy with which our algorithm was able to predict results. Beating the most famous of animal oracles ‘Paulie’ the octopus with a record of 85% by correctly guessing 98% of the game outcomes, including the final.

Tripadvisor - Hotel Cup

We needed to give TripAdvisor.com, the world ’s largest travel site, a unique voice on social media during the 2014 Football World Cup.

Knowing that football fans, coaches and bookies across the globe will do anything to predict the outcome of matches had given rise to a host of fraudulent World Cup animal oracles.

So we introduced a new World Cup oracle, based on fact.

With millions of user written reviews TripAdvisor put forward their own prediction bracket based on the hotels the teams were staying at in Brazil during the tournament.

The predictions were formulated by researching the amenities, reviews and rankings found on the website. These predictions were then tweeted to the millions of followers on TripAdvisor's social platforms.

During the games TripAdvisor gave running commentary as match events unfolded. Linking the action on the pitch to insights gained directly from reviews. Using the
hashtag #HotelCup we started an entirely new social media conversation, putting a new slant on how the World Cup was decided.

Not only was the conversation shared, and blogged about but more impressive was the accuracy with which our algorithm was able to predict results.

Beating the most famous of animal oracles ‘Paulie’ the octopus with a record of 85% by correctly guessing 98% of the game outcomes, including the final.

AWARDS

Silver Cannes Data Lion - 2015

Tripadvisor - Don't Just Visit

The Tripadvisor version of a destination is the better version of a destination.

The world’s largest travel site didn’t have the world’s largest recognition. To fix that, we had to change people’s travel planning behavior by making Tripadvisor a destination in its own right.

Instead of declaring battle in the price wars between travel sites, we wanted to change the overall behavior of travel planning.
We knew that the first step everyone takes in their travel planning is an online search, so we hacked that behavior by telling people to change how they began their vacation planning.

1 of 3 commercials shot for TripAdvisor. These spots aired all over the world. TripAdvisor is used by millions of travel planners, just not intentionally. It was our goal to make TripAdvisor an imperative destination within your vacation planning. Instead of declaring battle in the price wars between travel sites, we wanted to change the overall behavior of travel planning. The first step everyone takes in their travel planning is an online search. So we wanted to hack that behavior by telling people to change how they begin their vacation planning … Don’t just visit (insert city). Visit TripAdvisor (insert city) The message tells people that by simply adding ‘TripAdvisor’ to their search queries, they’re taking a huge step toward getting themselves a better vacation. Via millions of reviews, user submitted photos and one-stop metasearch price comparing, a visit to TripAdvisor literally makes any destination better. Agency: Johannes Leonardo New York CCO: Leo Premutico & Jan Jacobs Executive Creative Director: Tom Martin & Julian Schreiber Creatives: Matt Edwards & Wes Phelan Producer: Jason Heller Director: Gary Freeman Production Company: Park Pictures

2 of 3 commercials shot for TripAdvisor. These spots aired all over the world. TripAdvisor is used by millions of travel planners, just not intentionally. It was our goal to make TripAdvisor an imperative destination within your vacation planning. Instead of declaring battle in the price wars between travel sites, we wanted to change the overall behavior of travel planning. The first step everyone takes in their travel planning is an online search. So we wanted to hack that behavior by telling people to change how they begin their vacation planning … Don’t just visit (insert city). Visit TripAdvisor (insert city) The message tells people that by simply adding ‘TripAdvisor’ to their search queries, they’re taking a huge step toward getting themselves a better vacation. Via millions of reviews, user submitted photos and one-stop metasearch price comparing, a visit to TripAdvisor literally makes any destination better. Agency: Johannes Leonardo New York CCO: Leo Premutico & Jan Jacobs Executive Creative Director: Tom Martin & Julian Schreiber Creatives: Matt Edwards & Wes Phelan Producer: Jason Heller Director: Gary Freeman Production Company: Park Pictures

3 of 3 commercials shot for TripAdvisor. These spots aired all over the world. TripAdvisor is used by millions of travel planners, just not intentionally. It was our goal to make TripAdvisor an imperative destination within your vacation planning. Instead of declaring battle in the price wars between travel sites, we wanted to change the overall behavior of travel planning. The first step everyone takes in their travel planning is an online search. So we wanted to hack that behavior by telling people to change how they begin their vacation planning … Don’t just visit (insert city). Visit TripAdvisor (insert city) The message tells people that by simply adding ‘TripAdvisor’ to their search queries, they’re taking a huge step toward getting themselves a better vacation. Via millions of reviews, user submitted photos and one-stop metasearch price comparing, a visit to TripAdvisor literally makes any destination better. Agency: Johannes Leonardo New York CCO: Leo Premutico & Jan Jacobs Executive Creative Director: Tom Martin & Julian Schreiber Creatives: Matt Edwards & Wes Phelan Producer: Jason Heller Director: Gary Freeman Production Company: Park Pictures

15 SECOND PRE-ROLLS

We create twenty 15 second pre-rolls to reinforce this new consumer behavior. The could also be customized with different destinations, so if the commercials ran in Australia they may advertise some where in Thailand, if they ran in New York they would advertise Miami etc.