3 Reasons Why I Love #UnCancel and You Should Too
Because some trips are more than just trips.
If you haven’t been living under a rock, then you know about Make My Trip’s #Uncancel campaign. If you HAVE been living under a rock, then, well…it’s time to come out.
You know what I love about the Indian media and marketing scene right now? The fact that there’s SO MUCH brilliant thinking and creativity coming out of the woodwork, and a huge portion of it is coming from our very own home-grown brands.
Leading the way are brands like Ola Cabs, OLX.in and Kit Kat India (have you seen their ICC coverage!?). And now we can add Make My Trip to this ridiculously awesome list.
I’ve been playing around with their #Uncancel campaign and here are all the reasons I think it’s amazing.
- The Power of Storytelling – As a hard-core storytelling evangelist, I get goose bumps when a brand is able to successfully leverage the power of storytelling to create a narrative with depth, change and the requisite emotions in all the right places. Make no mistake, Make My Trip wants to tug at your heartstrings and they pass this very difficult test with flying colours.The campaign also scores high points on being relatable. So many of us have had to cancel trips – important or otherwise – because of unforeseen reasons or change critical plans at the last minute. The resulting anger, frustration and sheer helplessness that result because of a cancelled trip are emotions entirely too many of us are familiar with.And let’s be honest. Who hasn’t ever taken some steps they’d do anything to take back?
- Seamless Product Integration – When you watch the video, pay attention to the details. There’s a smart phone with a very clear shot of Make My Trip’s landing page; the protagonist’s interaction with the app is deliberate and distilled; and in a very graceful move, the brand chooses to make its presence known quite subtly towards the end. This is no amateur game, my friends.
- Social Engagement – Have you noticed the user-engagement component of this campaign? Let’s break it down.The campaign’s released with a built-in quiz that ensures a lot more than user participation. They’ve figured out a way for people to engage with the video, get views and shares and then rouse enough interest to lead people to their landing page.
Needless to say, the campaign has taken off on social media. Here’s a breakdown of the numbers at the moment of writing this post:
Over a million impressions
This is sheer brilliance, folks. Sheer brilliance. I’m waiting to see the numbers on their app downloads.
So there you go. I have nothing but resounding applause and deep appreciation for everyone at Make My Trip who understood how important it is to develop clear, concise and emotionally resonant messaging to get a point across.
If I had to pick a favourite moment from the video, I’d pick the moment when Karan is finally able to hug his father. What was yours?