As a new brand in category that is relatively unknown to Americans, competing against hotels that outspend HomeAway 30:1, HomeAway needed a fresh idea to establish the notion of an alternative to hotels and put it on the proverbial map....quickly. So tapping into the equity of The Griswolds and their inherent connection to horrible vacation experiences was a natural fit for a brand trying to quickly establish itself in the crowded vacation space. And using social media, PR, the Super Bowl and especially, a short film to generate traffic was that fresh approach the brand needed.
SUPERBOWL SPOT
SHORT FILM
THE SITE
THE GAME
SOCIAL
BANNERS
AWARDS