Engaging Audiences with Captain Obvious


Marketing Cloud

Hotels.com brought this unique video to life by working with creative agency CP+B London, as well as Adobe Consulting to build a distinctive experience using Adobe Advertising Cloud.

The playful character “Captain Obvious,” embodies the fun image that Hotels.com was looking for.

“Fun” isn’t the first word that comes to mind when it comes to booking online accommodations. But Hotels.com, one of the most successful booking sites on the web, believes that online bookings should be both fun and easy.

The playful character “Captain Obvious” embodies the fun image that Hotels.com was looking for. The character stars in numerous television and web advertisements for the company, bringing his unique spin to the hotel booking process. One made-for-web advertising campaign looked like a standard video with a skippable ad, but when customers clicked on the button to skip the ad, the characters from the ad literally skipped off of the screen.

Hotels.com brought this unique video to life by working with creative agency CP+B London, as well as Adobe Consulting to build a distinctive experience using Adobe Advertising Cloud. The simple idea involved a number of moving parts, including two parallel, synced videos, which helped Hotels.com create an engaging and seamless experience with Advertising Cloud.

Using the survey capabilities in Advertising Cloud, Hotels.com found that brand awareness and consideration metrics went up for customers exposed to the interactive content. Hotels.com also saw nearly 20 percent of customers exposed to the interactive experience switching back and forth between experiences, demonstrating their engagement.

“For such a simple idea, we’ve received overwhelmingly positive attention from customers, industry insiders, and marketing organizations,” says Vincenzo Bruno, senior brand manager, EMEA at Hotels.com. “With Adobe Advertising Cloud, we look forward to engaging with our travelers, and shining a light on how fun it is to do business with Hotels.com.”

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