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Work Hard

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Travel Harder

Hotels.com

Work Hard, Travel Harder

Background:
In the US and the UK, people work 5 to 6 hours a day on average. We, in India work 8 to 10 hrs per day.
Despite working extra hours, we get as many holidays as an average westerner. As a result, we end up
not going on as many holidays as we ought to.

Problem:
People do not travel often. How do we encourage them to travel and go on holidays more often.

Insight:
People will continue to put in extra hours and work hard. So why don't we reward them for it.

Solution:
Work Hard, Travel Harder - We give people discount in accordance with the number of extra hours they
put in their work. We ask them to provide a proof of their extra work hours (a recommendation letter
signed by a colleague) So, for somebody working 20 hours extra in a month, we give them 20%
discount on hotel bookings on all/certain travel destinations.

We would back this up with an on-ground campaign in different media.

Print:
Shot of an office working guy sitting at his desk with stacks of files piled up before him. The files will be
stacked in a typographic style giving out the message 'Work Hard, Travel Harder'.

TVC
1. The Nagging Wife
Opens on a young nagging wife (28yrs) opening the door to her husband who's just returned
from work at around 6PM. He looks a little exhausted from work.
Wife: Itni jaldi aa gaye? Kya aaj half day tha? Kaam nahi hai office mein? Tumhari life mein sirf
main hi hoon, office wale kuch bhi nahikabhi office files par bhi dhyan diya karo
Husband: Woh...main...
Wife: (Convincingly)Thoda extra kaam nahi kar sakte?
The husband quietly turns around convinced that he needs to work hard.
Husband: *talking to himself* Baat toh sahi hai
And as he's going he winks at the camera.
Cut to
Super: WORK HARD, TRAVEL HARDER
Get 20% off on 20 hours of extra work.
Logo: Hotels.com

2. The Matrimonial ad
Opens on a girl (25 yrs) talking about herself and her ideal guy.
Girl: I like to have fun. Especially when it's outdoors. I loooove traveling.
My ideal guy?
A good sense of humor
Adventurous
Game for anything
Should take me to my favorite places
An explorer
Curious
A travel photographer
Better if he's also a trekker
And..
Most importantly...(Pause)
Yeah...A Workaholic
Cut to
Super: WORK HARD, TRAVEL HARDER
Get 20% off on 20 hours of extra work.
Logo: Hotels.com

3. Office Office...!
Opens on a tracking shot of the interiors of an office. All the desks are empty.
We move on toward the end where we see all the people gathered around a place.
Further movement reveals it's the boss' desk. He's got a heap of files and is distributing
Work. He orders.
Boss: Form a queue, all of you.
Come one by one.
They line up obediently.

Guy1: Sir ek file aur, please!

Meanwhile other people squabble for their space. There is heavy pushing and shoving. A guy
tries to break the queue
Guy6: Bro...Line mein
Another guy reaches for his pocket (while in line) and produces a small diary to check
something. A Rs.500 note drops out just out of his reach. He's in a dilemma whether to pick or
stay in line.
We see the office peon strolling across. He picks up and walks away while our guy looks
helplessly trying to stop him amidst the chaos. The screen abruptly cuts to
Super: WORK HARD, TRAVEL HARDER
Get 20% off on 20 hours of extra work.
Logo: Hotels.com

4. Kolhu ka bael
Opens on a guy (in his late 20s) dressed up in formal office wear, looking exhausted. He
loosens his tie and speaks.
Workaholic hona koi gunaah nahi hai. Par taboo zaroor hai.
Quick shots of the guy working hard on his workstation. Sweat dripping on forehead. Clock
ticking. People leaving for home. Colleagues passing remarks.
Logon ne mujhe kya kuch nahi kaha,
kolhu ka bael, padha likha mazdoor, bechara... taunt maarte the, comments pass
karte the.
Kuch aise bhi they jo kuch nahi bolte they, par unki nazarein sab keh jati thi.
Shot of a beautiful girl smirking, hiding her smirk.
Par main bhi kahan haar maanne wala tha,
He's still at it. Intercutting shots of narration and working hard.
Woh kehte hain na, Every donkey has his day.
Aur woh din aaya
Aaj maine har destination dekhi hai, har mahine vacation pe jata hoon
Travel Pictures of our guy flash on the screen. He's having loads of fun, adventure.
Aur main proudly keh sakta hoon,
yes, main hoon Kolhu ka bael. Any problem?
The screen abruptly cuts to
Super: WORK HARD, TRAVEL HARDER
Get 20% off on 20 hours of extra work.
Logo: Hotels.com

Digital:
A Twitter Hashtag that will trend while the campaign is going around in traditional media.

^
Work Hard

[ ]
Travel Harder

Facebook:
1.
An app that detects whenever you login from your office. The user will have to register for the app. It
will keep you updated on the number of extra hours you've clocked till that time. Once you clock in a
certain number of hours, you'll be eligible for a discount on Hotel deals for a vacation.

2.
Insight: If a person is not doing Facebook, its believed he's working hard, or traveling.
We invite people to take up a challenge to keep themselves off of Facebook for 72 hours. If they
manage to keep away, we assume they were working hard and are now ready for a vacation. So we
give them a discount of 20% on our Hotel deals booked through Hotels.com
Meanwhile there will be a message posted on the person's timeline saying 'Keshav has taken the 72
hours work hard challenge and will hence keep away from Facebook for 3 days'
Apart from this, an empty album will be created in his profile. It will have a message 'Keshav is
working hard, Travel pics coming soon'

Direct Mailer:
We send out calenders to our prospective clients/TG. Only these will be marked with plans and deals on
extended weekend holidays. So, if there is an extended weekend from Oct 2 to Oct 5, it will be marked
with pictures of a particular travel destination. And we offer you discount of 20% on hotel deals in that
city.

Other ideas:
We can work out a petition for demand of vacations right after a person gets married.
We can carry out a similar petition for paternity leave. (Coz there's only Maternity Leave that's taken
seriously by offices)