Heidi - Flexible Date Search
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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 ‘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.
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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.
The Hook
For the opener, film yourself to camera saying:
Stop trying loads of dates to get a cheap ski deal, instead do this >>
Stop looking for cheap ski deals the old way. This new hack has changed everything
(Visual cue for hook - Please film yourself saying these hooks at a laptop/ipad with Heidi.com open, and have a jar in front of you with a post it note on it saying ‘Ski Holiday’ - Drop coins/notes into the jar while/after saying hook)
Please also provide hooks without the coin jar visual cue as well.
B: Roll
Photos/videos of you skiing
Friction:
Film yourself to camera saying this:
It takes forever trying different dates and resorts to get the best deal.
B roll:
Shot of you puffing out cheeks, or looking frustrated/bemused (don’t over-act it)
Product overlay of different dates being selected
Resolution
Film yourself to camera saying this:
"But then I heard about Heidi’s flexible date search feature and it made finding a cheap holiday way easier!"
"Check this out. Select how long you want to go for, and when you want to go
Then Heidi compares thousands of combinations to show you the cheapest ski holidays."
"If you’re tight on dates, use this button to find the best option a day either side.
B Roll -
Screen recordings of selecting dates/filters
Footage of you using laptop/ipad/phone
Any footage of ski holidays and ski resorts that you have,
Any footage of you and your family flying/at an airport
Show the flexible date feature and select ‘a long weekend in March’
Show the +/- 1 day button
Reassurance
Film yourself to camera saying:
"Heidi has a Trustpilot score of 4.9 from over a thousand reviews!
And they’re ATOL Protected!'
B roll
Shots of you looking happy/skiing
CTA
Don’t miss out on the best deals and give it a try yourself
film yourself to camera saying:
Stop looking for cheap ski deals the old way. This new hack has changed everything
(Visual cue for hook - Please film yourself saying these hooks at a laptop/ipad with Heidi.com open, and have a jar in front of you with a post it note on it saying ‘Ski Holiday’ - Drop coins/notes into the jar while/after saying hook)
*the note should be in black marker pen so its clear!
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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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