Heidi - UGC video #1 - Time and Ease
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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 ‘Past -> Present -> Future’ 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, it’s super quick and easy to book a ski holiday (and one that is tailored to you).
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/1tKtYaoIKhHlezhogWSHjMKNVHURvdBxYDbvrnsOqF-k/edit?usp=sharing
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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.
1 - The Hook
For the opener, film yourself to camera saying:
"Don’t spend hours booking your ski holiday until you’ve seen this!"
B-Roll ideas (you might have more, this is just to get you going):
- Footage/Photos of you on a ski holiday
- Shutting down laptop
- Pulling out hair (not literally)
- Head in hands
- Visual cue of ticking clock (timelapse perhaps)
2 - Friction
Film yourself to camera saying this (or if you’d like to reword for how you’d naturally say it, feel free):
"Apparently it takes 10 hours on average to book a holiday! 10 Hours!
I used to have loads of tabs open researching resorts and looking for the best deals. So frustrating and time consuming!"
B-Roll Ideas (you might have more, this is just to get you going):
- Loads of post-it notes on fridge with things you need to do plan a holiday
- Long to-do list (written in a pad, post-it or on a phone etc)
- Using calculator - hands trying to add up the costs
- Loads of tabs open on computer - don’t show competitor brands on the tabs, this is to show you might have excel spreadsheets on different tabs to compare holidays, or articles you are reading like ‘where to ski in france’
3 - Resolution
Film yourself to camera saying this (or if you’d like to reword for how you’d naturally say it, feel free):
"Now I’ve discovered Heidi, it’s honestly saved me so much time. I can search hundreds of resorts in just a few clicks…and then use these filters to narrow down my search and create the trip I want. "
"I can travel on any day and choose the exact flight I want, so I can arrive when it works for me
"I can even book my lift pass, ski hire and lessons through Heidi so everything is in one place
"And that’s it! My ski holiday is booked, I’ve saved so much time that I can get back to doing this… (whatever it is that you enjoy doing, could be running a bath, drinking a coffee, going for a walk, cooking etc.)"
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 will provide you a clip of this)
- Clips of you looking excited/happy/surprised at how easy the booking process is
- Clip of you doing whatever it is you enjoy doing/relaxing
4 - Reassurance:
Film yourself to camera saying this (or if you’d like to reword for how you’d naturally say it, feel free):
"Now I can completely relax. Heidi has hundreds of 5 star reviews, and my trip is ATOL protected - I just wish I’d found them sooner!
B Roll:
- Scrolling through Heidi trust pilot
5 - CTA
Honestly! Stop wasting your time and effort and search with Heidi!
B-Roll:
Clips/photos of you on a ski holiday (skiing, on a chairlift, apres etc.)
Essential that the creator has previous experience skiing/snowboarding - Ideally with some clips of themselves 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: "When I stopped doing this, booking a ski holiday became instantly easier!"
CTA: "You’ll thank me later! Try 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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