Heidi - UGC video #3 - Family - How to save money with Heidi
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Thanks for confirming! We'll now reach out with next steps, so you can start creating content soon!
Project Summary
The Brief
This ‘Friction > Resolution > Reassurance’ 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 the flexibility of Heidi, you could save money on your ski trip.
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/1qT86jF8_FKQThGAnltPd4gXuapx8RwBaw5OKZ2B6mQM/edit?usp=sharing
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:
- Here’s how I saved money on my family ski trip (and no, I’m not about to say ‘take your kids out of school’!)
- My friend couldn’t stop talking about how she saved money on a ski trip with Heidi, so I tried it myself. (Variant)
B: Roll
- Photos/videos of you and your family skiing
Friction:
Film yourself to camera saying this:
- Is it just me or are ski holidays getting more expensive? Especially when you are booking for a whole family
B roll:
- Shot of you puffing out cheeks, or looking frustrated/bemused
Resolution
Film yourself to camera saying this:
- I gave Heidi a go and not only have I saved money with a few simple tricks, but it’s also made booking my trip so much easier.
- I can see which days of the week are cheapest - and I’m not tied to Saturday flights which are often the most expensive
- I can go for a slightly shorter trip - my family still get plenty of skiing and we save money on accommodation, lift pass and ski hire
- And I can even find loads of smaller and cheaper resorts, that are still connected to a big ski area - so we don’t lose out, but we do save money
- Heidi makes it easy to pull together all my options and I can customise my holiday how I like
B Roll
- Screen recordings of booking process
- Swiping post it notes, notes and pens off table
- Throwing notebook and post it notes in the bin
- Fun shot of you pointing upwards (light bulb moment)
- Piggy bank? Money visual representation?
- Any footage of ski holidays and ski resorts that you have,
- Any footage of you and your family flying/at an airport
Reassurance
Film yourself to camera saying:
- Heidi has a Trustpilot score of 4.9 from over 1000 reviews!
- And if anything goes wrong I’m covered with package holiday and ATOL protection!
B roll
- Shots of you looking happy etc.
CTA
- See how you could save on your next family ski holiday. Try booking the Heidi way!
- See how you could save on your next family ski holiday. Join 1000s of people who have made the switch. (Variant)
A Family mum, essential that they have ski/snowboarding experience - ideally with clips of them skiing/boarding
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 35 seconds or less
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: My friend couldn’t stop talking about how she saved money on a ski trip with Heidi, so I tried it myself.
CTA: See how you could save on your next family ski holiday. Join 1000s of people who have made the switch.
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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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