Thanks to short-form video platforms such as TikTok, POV has become one of the most ubiquitous terms on the planet. It’s been dubbed by Vice as TikTok’s ‘chameleon trend,’ in that, despite being around since 2021, thanks to varied interpretations and spins on it – from ‘true’ POV to funny ways of framing creative concepts – it’s still as popular as ever. On TikTok, #POV currently has 732B views, and doesn’t show signs of slowing down.
Contiki has launched its latest global campaign, encouraging travellers to ‘switch up their POV (Point of View)’ by exploring the world with the youth travel experts for 18-35s. But with its latest campaign, Contiki didn’t want to just lazily lean into the POV trend. It wanted to harness it as a way to showcase real travellers, on real trips, enjoying real Contiki experiences, through their unique POVs – while driving home the message that travel with Contiki helps you ‘switch up’ your POV, changing your perspective both on the world and yourself.
The mixed-media campaign features a suite of assets including a 30 second TV spot shot across a real Contiki trip in Greece and Italy, with a cast formed from real past Contiki travellers, using a story and soundbites based upon their genuine Contiki experiences. This creative also captures the trip from the travellers’ true POV, including footage they captured of each other, taken natively on their phone as well as from a vintage Mini-DV.
The campaign also features a range of ‘POV’ stills, ‘Captured on Contiki’ by a variety of travellers in worldwide destinations – from Cinque Terre to Uluru, Ninh Binh to Queenstown, which will be featured in OOH and digital mediums globally.
In the spirit of the campaign, the ad’s soundtrack, That thing I need, was also created by a real Contiki traveller specifically for the campaign. The emerging artist, Sophie Castillo, is a Cuban and Colombian female singer-songwriter who has performed on BBC Sounds and has a large, engaged social following too, with 2.4m likes on TikTok.
The campaign showcases unique travellers soundbites and perspectives in order to highlight Contiki’s most popular destinations and unique experiences and accommodation – from making pizza in Naples or taking a boat cruise in Capri, to sleeping in bamboo beach-huts in the Philippines, and exploring cloud forests in Costa Rica.
Rachel Storey, Contiki’s Global Brand Director said, ‘We’re living in a POV era, where authenticity is king. As a brand we’ve always been inspired most by our real travellers, so with this campaign we prioritised telling the story of Contiki from their real perspectives. We’ve been using real past Contiki travellers in our brand shoots for the last two years, and it was important for us to go that extra step and recruit them for our big global marketing campaign, with creative driven by their stories and voices. The result is something that gets to the very the essence of Contiki, which we wouldn’t be able to achieve if our amazing real travellers weren’t front and centre.’
CONTIKI
https://www.contiki.com/en-za
