Still on the hunt for the best B2B voice, but wanted to dive in on a great, underrated consumer campaign: the Travelocity Gnome campaign. What's working?
1. Voice and message balance. The creatives really nailed the slightly edgy, self-deprecating humor that resonates with the online-savvy, 25 - 45 crowd. Humor has to identify and "be one" with the audience--but not offend. This Travelocity does deftly.
2. On-message. Inserting humor is comparatively easy, but it's tricky to use humor without distracting from the message. The Travelocity campaign manages to walk that fine line successfully, for the most part.
3. Social media elements. The Facebook component of the campaign has been simple and easy, pitting 2 locations against one another for voting. Plenty of terrific photos. Once again, the humor and personality is present but not over the top.
4. Differentiated. Competitors like Expedia are taking themselves very seriously. Travelocity gets the creative advantage of being the underdog--and they're using it well.
I confess I originally thought that the Gnome would be short-lived. I'm looking forward to seeing what comes next from McKinney.
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