The Power of Insight - Club 18-30 Case Study

Working with ITNProductions and Thomas Cook Club 18-30, unseen endeavour research indicated that young millennial's collect experiences over tangibles. As a group they demand instant gratification, exist in a real-time stream and are haunted by FOMO (Fear of Missing Out). To play a role in their lives, a brand has to facilitate active participation in the present, create unique opportunities and provide captivating memories. How could Club 18-30 be this brand?

The solution - Club 18-30 TV, bringing the highs of summer to the 18-30 audience on an ongoing news room basis. Club 18-30 holiday reps acted as "roving reporters" creating mobile phone video which was sent back to ITN to create compelling content. This was seeded across YouTube, Facebook, Instagram and Twitter. The activity surpassed all expectations in terms of views and engagement, brought a new relevancy to the Club 18-30 brand and ultimately saw the programming be recommissioned for three straight summers.