Captain Obvious engages customers
Hotels.com operates one of the most well-known and successful booking sites on the web, connecting guests with accommodations of all types. Once on the site, traveller can select from top hotel chains, all-inclusive resorts, boutique hotels and bed and breakfasts—all at some of the lowest prices available.
The company’s business model has also made Hotels.com an obvious choice for traveller to tap into thousands of last-minute deals. To help reinforce this idea, Hotels.com personified it through a fun, playful character—Captain Obvious.
The booking company wanted to leverage made-for-web, character-based content that was both funny and interactive. The idea centred on a ‘skippable’ ad, which encouraged customers to click a button to skip an advertisement. When the button was clicked, a brief vignette played, depicting the characters within the ad literally skipping across the screen.
Through the inventive and colourful ad, Hotels.com aimed to increase engagement with the brand over previous non-interactive content. “Fun isn’t always the first word that people think of when they think about booking accommodations,” says Vincenzo Bruno, Senior Brand Manager, EMEA at Hotels.com brand. “However, when booking through Hotels.com, we want traveller to think exactly that—it can be fun and easy.”