THE CREATIVE FIELDBOOK / SNS MEDIA TECH

Campaign studies

1778 source-led reads, 12 per page. These numbered pages work without JavaScript. Search every study and lesson →

1129
Postal services / 2013DEEPER STUDY · 5 MIN READ

We Love Parcels

Royal Mail

Connect an operational service with the meaning of its contents while making the people doing the work visible.

A parcel business needed to express its human relevance. Instead of describing the whole network, identify one exchange whose importance is understandable. Ask what the customer is trying to accomplish and what the organisation contributes at that moment. Keep the story specific enough to feel real but broad enough not to expose private information. A fictionalised example can preserve the mechanism without borrowing a customer’s intimate experience merely to make the advertisement more affecting.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Human service
1130
Travel services / 2004DEEPER STUDY · 5 MIN READ

Roaming Gnome

Travelocity

Give a service a travelling character whose experiences make the category feel inviting and recognisable.

A travel service sought a distinctive, reusable identity. Write down what the character consistently does for the audience: notices details, asks practical questions or explores unfamiliar options. A distinctive costume alone is not a strategy. The behavioural role helps creators judge which stories belong and which are merely arbitrary placements. It also provides a way to retain consistency when different teams produce local or seasonal expressions of the same campaign.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Distinctive identity
1131
Travel search / Date not verifiedDEEPER STUDY · 5 MIN READ

Travel Problem Solved

KAYAK

Explain a useful tool through a recognisable decision problem, while preserving the uncertainty the tool cannot remove.

Travel-search features needed a meaningful explanation. Ask what the user needs to decide at a particular moment, then choose the feature that genuinely informs that decision. Limit each execution to one relationship so the explanation stays legible. A broad promise of making life easier is difficult to test, while a specific question can be followed through the interface. This also makes it easier to identify claims the tool cannot actually support.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Decision support
1132
Travel planning / 2014DEEPER STUDY · 5 MIN READ

Don’t Just Visit

TripAdvisor

Turn the difference between arriving somewhere and enjoying the experience into a reason to plan more carefully.

The brand needed to explain the value of planning before a trip. Identify the details that make an option right for a particular purpose: access, timing, facilities or other practical needs. An inspiring image should lead to those details rather than replace them. In a prototype, ask people to explain why an option fits a fictional brief. This tests whether the communication supports a decision instead of merely increasing enthusiasm for the destination or category in general.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Planning value
1133
Hotel search / Date not verifiedDEEPER STUDY · 5 MIN READ

Trivago Guy: the presenter platform

trivago

Use a consistent presenter to make a comparison service recognisable, while keeping the demonstration more important than the personality.

A hotel-comparison service needed an easily repeated explanation. Define the question the presenter answers and the evidence they can legitimately show. Avoid turning a friendly face into an implied independent expert unless that role is accurate and disclosed. The format should remain understandable if the personality is unfamiliar. This gives the team a way to evaluate casting and delivery without relying entirely on subjective likability or the accumulated fame of a recurring character.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Consistent teaching
1134
Passenger rail / 2019DEEPER STUDY · 5 MIN READ

You See More When You Don’t Fly

Eurostar

Use an unexpected character to question a habitual transport choice, then connect the joke with practical journey information.

Rail needed consideration alongside habitual flying. Identify when people choose a method without reviewing alternatives. Build the creative around that moment rather than insulting people for their existing habits. A useful invitation gives them a reason to reconsider and a simple way to compare. It should also allow them to conclude that the familiar option remains appropriate, because credible choice architecture does not depend on every participant selecting the advertised alternative.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Default reconsideration
1135
Passenger rail / 2015DEEPER STUDY · 5 MIN READ

500 Destinations, Infinite Stories

Amtrak

Organise a broad network around different reasons for travelling rather than presenting its size as the whole benefit.

A national rail network needed a human explanation of its breadth. Begin with the main reasons people use the service, then choose a few examples that differ meaningfully. Avoid selecting stories only because they are visually dramatic. A good set helps audiences recognise a relevant need and find the next piece of information. This approach can make a large network easier to understand without claiming that a short campaign represents every customer or every possible journey.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Occasion relevance
1136
Passenger rail / 2012DEEPER STUDY · 5 MIN READ

Europe Is Just Next Door

SNCF

Make a distant destination feel approachable through a live encounter, then explain the real journey separately.

European travel needed a more immediate invitation. A door suggests entry, while a window suggests looking through. Use a physical or digital gesture whose meaning supports the intended encounter. Test whether people understand what will happen before they activate it. Surprise can occur in the content without making the basic interaction deceptive. This distinction helps the experience remain welcoming to people who prefer clear expectations or need more time to decide whether to participate.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Distance perception
1137
Passenger rail / 2018DEEPER STUDY · 5 MIN READ

No Need to Fly: Around the World in Germany

Deutsche Bahn

Use a visual resemblance to reveal a nearby alternative, then make the comparison honest about what is and is not equivalent.

Domestic destinations needed consideration against distant travel aspirations. Name the feature that makes the alternative relevant, such as a landscape type or an activity, rather than implying total equivalence. This keeps the visual analogy interesting while giving the audience a realistic basis for investigation. Ask people what they think the comparison promises. If they infer identical experiences or conditions, revise the framing before adding more persuasive imagery or expanding the campaign to further locations.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Alternative discovery
1138
Destination marketing / 2019DEEPER STUDY · 6 MIN READ

Human by Nature

Kerala Tourism

Connect a place’s appeal to resident perspectives and clear boundaries for participation.

Explain a destination through residents A community-led story should begin with what participating residents want outsiders to understand, not only what visitors find picturesque. Ask which activities can be shown, what context they require and which places should remain private. Give contributors a clear review point and compensation appropriate to their work. A person’s willingness to appear once is not blanket permission for every future tourism use. The practical creative question is whether the story helps an audience understand a living place without turning its residents into service characters. Include ordinary boundaries, such as opening times and invitations, so warmth does not become an implied obligation to welcome anyone at any moment.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Resident perspective
1139
Nation branding / 2022DEEPER STUDY · 6 MIN READ

Bhutan Believe

Kingdom of Bhutan

Make a shared identity meaningful to internal and external audiences without substituting design for policy evidence.

Communicate a national purpose to different audiences A message can attract outsiders while feeling inaccurate to the people it represents. Begin by identifying who has a stake in the identity and which decisions require their participation. Do not ask only whether an attractive design is liked; ask what it implies about the community’s priorities and who seems absent. Small institutions can hold separate reviews with staff, contributors and visitors before combining feedback. Record disagreements rather than smoothing them into a claim of consensus. The aim is not to make every stakeholder choose the same aesthetic, but to establish a credible account of what the identity represents and how concerns can change its application.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Stakeholder legitimacy
1140
Destination marketing / 2023DEEPER STUDY · 6 MIN READ

You’ll Come Back for More

Sri Lanka Tourism

Organise variety into optional reasons to return while keeping the first choice complete and practical.

Make destination variety understandable A catalogue of attractions can demonstrate breadth while making a decision harder. Group experiences by a meaningful interest or practical occasion, and explain what differs between them. A return proposition should reveal another layer rather than simply repeat the first visit with a new image. For a small cultural venue, that might mean a changing exhibition, a different workshop level or a seasonal programme. State what is actually available and avoid implying that every visitor must experience the whole range. The creative task is to make an unfinished choice feel like useful optionality, not to manufacture dissatisfaction with a perfectly adequate first experience.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Repeat participation
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