P&O Ferries
2023 - UK
Brief
Curious about how Amazon Ads could work with P&O, Starcom, P&O's media agency, contacted us in the first quarter of 2022. Their main objective was to convince customers to choose their ferries over air travel. We came up with a solid proposal with two creative concepts: 1. focused on the onboard experience, and 2. focused on the customer's lifestyle. The agency and client loved both concepts, and planned to launch them consecutively.
However, in the second quarter of 2022, P&O Ferries suffered from poor PR due to non-compliant safety checks on several of its ferries. Unfortunately, this led to the cessation of conversations on a collaborative advertising campaign with us.
In the first quarter of 2023, Publicis Poke UK and P&O Ferries worked on a campaign message with the aim of changing the perception of the brand in the market and asked us to adapt our concept to this new brand message.
Insight
Flying is time-consuming, comfort varies, you have to book options for extra legroom and you can't move around. Traveling by ferry solves these drawbacks.
Solution
Once the creative agency had finalized the campaign elements, we adapted them into a customized Amazon Brandstore LP. The CX focuses on the travel experience rather than holiday destination. Customers can explore three itineraries and see all the on-board services they can enjoy for a small fee. They are offered two actions: book their tickets and subscribe to a special Amazon & P&O Ferries mailing list to receive future promotions in their mailbox.
Check it out here
Results
The campaign surpasses key KPI milestones with impressive performance. Achieving a remarkable 26% Over-delivery, surpassing industry standard in viewability and garnering an 80% higher CTR than benchmarks.
The campaign's core objective of providing a seamless journey and travel experience is highlighted by the notable brand lift achieved, with the 'Offers a hassle-free journey / travel experience' response garnering the most significant increase.
Among its competitors, P&O Ferries stood out as one of the few brands utilizing intent for the upcoming 6 months.
Role
I was the art director. From creative concept, client and agency presentations to landing page design.