Creative Campaigns #4: Where’s Wally? The UK hunt begins with Virgin!
In a bid to engage the six-week family summer holiday crowd Virgin have created a campaign to promote its summer train ticket deals and it is brilliant. I mean it hits the marker on so many levels, stakeholders, engagement and the fun-factor.
I’m not sure what kid wouldn’t like this. I was and am a fan of Where’s Wally, opting for the inconspicuous iPhone app rather than a book broadcasting my ‘finding fun’ now that I’m at an age where others can frown upon it.
Anyway, I could easily go off topic here. Virgin have hidden pictures of Wally all around country and on their various forms of transport (trains and planes!) to liven up the tedious journeys that every summer holiday inevitably has. Making adults sigh with relief as they can distract, I mean encourage their youngsters to be eagle-eyed to spot the illusive Wally.
This is a PR campaign that’s aiming for summer longevity – we are half way through the academic summer break and this is the first I’ve heard of it and I’ve been to London quite a few times. I’m in PR, I read every paper going every morning and am signed up to more news feeds than I can possibly get through and I had not heard a thing about it until I went looking for my next creative campaign to write about. This is a great campaign Virgin – more promotion please, don’t waste this cracking idea. You’ve got commuter towns, all with young families heading to the big smoke for some summer entertainment, who would love to take part in this.
It’s difficult at the best of times to get something that will both amuse the kids and adults all at once. Virgin have also created a competition, so if you take a photo of the found Wally and use the hashtag #FoundWally you are entered to win a luxury weekend away in London. Winning entertainment for the kids, and a possible actual win for the adults. Engagement all round. Nice one Virgin.
Now just get a wriggle on and get it out to the masses, because I for one am off to grab my godsons as an excuse to go hunting for Wally! Find Wally this summer with Virgin!