Our task was to make produce communication that contributed to momondo’s purpose platform “Let’s open our world”. Four objectives were formulated:
1. Create a focus on tolerance and openness in the world
2. Start a universally relevant rather than party-political debate on the issue
3. Turn the debate into a popular movement for a better world
4. Build momondo as a purposeful travel brand, to drive market penetration and -share
Solution & Cultural Context:
The best way of promoting and celebrating diversity in the world most be to show it. By use of DNA analysis, we were able to map out the ancestral, geographical diversity within a person dating 500-2000 years back. This enabled us to launch a completely new way of travelling – one where you don’t get to choose your destination. Your DNA does. We called it The DNA Journey and the intention was to show people of different nationalities that they have much more in common than they might think.
It seemed to be a message the world was waiting for. Today, the campaign had over 300 million video views (96,5% organic), 11 million social engagements and 8,3 billion media impressions. It was viewed and discussed in national, cultural and religious communities across the world.
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