By delving into the deep cultural roots surrounding football, New Moon identified the subject matter that resonated most with their consumer. New Moon was able to collaborate with a cast of influencers who spoke authentically to this segment of the Hotels.com audience.
The campaign was centred around the ritualistic culture of football and its fans, rather than the 90 minutes on the pitch. The content stood out and captured the audience’s attention.
This entry stood out to judges for it’s combination of quantitative and qualitative reporting. With football being the conduit for these stories, the audience were at no point alienated if they were not fans of the game, and those that were mega-fans would find the content highly relatable. The connection to Hotels.com felt like a natural part of the narrative.