Heidi - UGC video #2 - DIY - Protection/All in one place
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Confirm that you have thoroughly read through the brief and are happy to fulfill it. By confirming, you also agree to complete and submit the required content within 5 days of receiving the product (if any*).
Thanks for confirming! We'll now reach out with next steps, so you can start creating content soon!
Project Summary
The Brief
This ‘Benefits -> Problem -> Solution’ ad will be used for paid social advertising. It is essentially a mix of a testimonial and product demo.
The overarching message is that with Heidi, you get the flexibility of planning a ski trip all yourself, but with the protection of a package holiday
We would like a mix of speaking to camera and voice over with B-Roll clips weaved in. If you think something like a cut-out of yourself speaking over the top of the screen recordings would work then we’re happy for you to do this.
There are 2 final deliverables, the difference being the Hook and CTA.
NOTE: Please provide all the raw footage you film (no amount is too much!), and share it via google drive.
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Heidi is a ski holiday provider that gives the customer huge flexibility on their holiday. We make it easy to find a holiday from thousands of options, with the ability to fly on any day, from any airport and for any duration.
When you book with Heidi you get the kind of flexibility you get by booking every aspect of a ski trip independently, but without spending loads of time and effort searching.
The added bonus is that customers also get ‘package holiday’ and ATOL protection, and a 24/7 customer support team at the end of the phone while you are on holiday (should anything go wrong) - peace of mind you simply don’t get if you book independently.
FULL BRIEF HERE:
https://docs.google.com/document/d/1B9SHTiUiAR6URvi4zTupkTqNLxrBxxVQIqMTmVYj-7w/edit?usp=sharing
We have made BOLD where there are key points we want you to say pretty much exactly as we’ve written it. Where there are sentences not in bold, you have more freedom to make the same point, but in your voice.
Please watch website demo here - https://www.loom.com/share/8f90e46ba8904ff987f45adbbd7042ea?sid=1a2c28b4-c9d3-4903-87a2-87a421905ebf
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Script
- The Hook
For the opener, film yourself to camera saying:
- If I’m honest, I’ve never been keen on package ski holidays, but Heidi has changed everything.
- Are flexible ski holidays really an alternative to booking it all yourself? Let’s find out! (VARIANT)
B-Roll ideas
- Footage/Photos of you on a ski holiday
2. Benefits
For the opener, film yourself to camera saying:
- We all know it, booking a ski trip yourself is great for getting exactly what you want, but you don’t get the protection of a package ski holiday.
B-Roll:
- Clips of you on a ski holiday (Apres, skiing, on a chairlift etc.)
3. Problem
Film yourself to camera saying this (or if you’d like to reword for how you’d naturally say it, feel free):
- Researching and booking everything yourself takes so much time! So many tabs! So many group chat messages!
- And after all that effort, if anything goes wrong before or during the trip, it’s all on you to fix it
- But, if I book with a traditional package holiday provider, I don’t get the flexibility I want
B-Roll Ideas
- Shutting down laptop
- Pulling out hair (not literally)
- Head in hands
- On the phone to airline looking frustrated
- Visual cue of ticking clock (timelapse perhaps)
- Hands in the air, like scales, weighing up the options
4. Solution
Film yourself to camera saying this (or if you’d like to reword for how you’d naturally say it, feel free apart from the bits in bold):
- With Heidi, I get the kind of flexibility for my holiday that I get if I book it all myself, but with the protection of a package holiday.
- I can search hundreds of resorts in just a few clicks
- Choose the day I want to travel, and stay for the number of days I want
- I can even pick the flight I want and book my lift pass, ski hire and lessons all in one place
- But, because I’ve created my own package holiday, I have 24/7 support while I’m on my trip, and ATOL protection too
- It’s the best of both worlds - win, win!
B-Roll:
- Screen recording/clip of you using the website to find a holiday (select ‘unsure where to go’ and select the filters that reflect what you like from a holiday. - Apres, intermediate etc.
- Screen recording/clip of you selecting airports, dates (Please use early March) and number of people
- Screen recording/clip of you selecting a hotel, choosing your flights, adding extras
- Screen recording of looking at your details in mybooking app (we can provide a log in/clip)
- Clips of you looking excited/happy/surprised at how easy the booking process is
- Clips of you relaxing safe in the knowledge Heidi has you covered (in the bath, drinking a beer/tea, chilling etc. You can get creative here)
5. Reassurance:
Film yourself to camera saying this (or if you’d like to reword for how you’d naturally say it, feel free):
- Heidi has a 4.9 rating on Trustpilot from over 1000 reviews - people are loving this new style of package ski holiday
B Roll:
- Scrolling through Heidi trust pilot
- Clips/photos of you on a ski holiday (skiing, on a chairlift, apres etc.)
6. CTA
Film yourself to camera saying:
- Are you booking the Heidi way? Join 1000s of people who have made the switch.
- Let Heidi take the weight off your shoulders, switch to Heidi today.
Essential that they have previous skiing/snowboarding experience - Ideally with some some clips of them skiing/boarding
Please film in natural bright light with any pops of a colour being a bonus (you might wear a bright top, or use brightly coloured props in the B-Roll where possible.
Our tone of voice is friendly and knowledgeable (without being matey or patronising)
The length should be between 30 and 60 seconds
Some key features/USPs that could be mentioned are ‘Fly any day’ / Fly from any airport / Stay for as many days as you want / ‘Easily narrow down from loads of options to the one that suits you’ / ‘Everything all in one place’ / Book online or with Heidi’s friendly team’ / ‘Smart booking tech’
We are a fairly new brand so repetition of the word Heidi would be good
Don’t be afraid to show your personality or refer to past ski trip booking experiences
Ad will be used on Facebook, Instagram, TikTok and Youtube
Please provide all the raw footage you film (no amount is too much!)
Add engaging captions to your video! Remember to submit a version with & without!
Keep it lively and energetic - we want to encourage the audience!
Shoot high-res - No blurry footage, not being able to see the product or you clearly
Don't sound like you're reading off a script
Don't film via TikTok app. MUST use CapCut or similar.
Hook - Are flexible ski holidays really an alternative to booking it all yourself? Let’s find out! (VARIANT)
CTA - Let Heidi take the weight off your shoulders, switch to Heidi today.
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Heidi burst onto the ski holiday market in 2018 (formally known as Ski Zoom). We believe we are now the third biggest ski holiday company in the UK, and on track to become the second biggest.
Heidi grew from a desire to fix the lack of flexibility in the winter ski market. We help skiers and mountain lovers discover resorts that are hidden gems alongside the classics, and our clever tech is giving them the flexibility to do it in a way that suits them best. Customers can choose from over 300 resorts, fly the day of the week they want, and stay for as many days as they want - all in a few simple clicks.
Heidi, as a youthful, challenger brand, is shaking up a very traditional ski holiday industry. People are rejecting pre-packaged ski holidays in their thousands, and opting for Heidi, where they can find ‘The most flexible ski holidays, made easy’. And customers are loving the experience too! - our 4.9 rating on TrustPilot is testament to that.
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