VacanceSelect -
360° Campaign
VacanceSelect specialises in camping and glamping holidays across Europe, helping travellers find their perfect getaway. As part of CampingVision, the company targets families, couples and groups of friends looking for a unique holiday experience.
“Can you help us build brand awareness in the Dutch and German markets?”
To strengthen brand awareness in the Netherlands and Germany, Bigfish developed a powerful 360° campaign for VacanceSelect, built around a strategic brand story.
We translated this into a 3D animation, radio commercials, a recognisable mascot and effective HTML5 banners. Working together with Media Balie, we also managed the complete media buying to maximise visibility.
A Brand Starts from Within
VacanceSelect already had a strong brand identity, but to realise their growth ambitions, a clear strategy was needed.
The challenge lay in creating consistent branding that would be embraced internally and externally, developing a clear story that positions VacanceSelect as the leading expert in glamping and camping, and designing a cross-media approach connecting all channels.
We began by analysing the existing brand identity and, from there, developed a brand story and content strategy. This became the foundation for all future communication, ensuring every customer interaction is both recognisable and effective.
The Visual Brand Story
With a clear strategy as the foundation, we translated the brand story into powerful visual content. The internet commercial brings the brand’s spirit and tagline to life through 3D animation.
In the pre-production phase, we analysed the concept version of the commercial using a heatmap. We used this data to optimise the final version, ensuring that viewers’ attention was focused on the most important elements.
We also developed Joy: a 3D mascot in the form of an orange. The orange conveys a fresh, positive and summery feeling – perfectly aligned with VacanceSelect’s brand values.
Heatmap Analysis of the Commercial
Smart Media Deployment for the Netherlands and Germany
For the Dutch market, we developed a detailed media plan together with Media Balie, targeting families with children, while also generating additional reach among older audiences.
We deliberately chose effective TV commercials, radio, family-focused branded content and an attractive prize campaign, supported by a strong online campaign. Using data, we specifically targeted families with impactful videos and banners for wide reach, keeping VacanceSelect top-of-mind during the booking season.
In Germany, we focused on three states identified through data analysis as having the greatest potential. Given the size and media costs, we used a mix of radio advertising and a smart, flexible online approach. Through targeted videos and banners, we reached families at the right times.
Continuous optimisation helped us maximise visibility and drive traffic to the campaign landing page.
Audio Branding & HTML5 Banners
Radio commercials played a key role in this campaign. But without visual support, the message needed to be extra strong. That’s why we rewrote the copy and created a unique tune using AI.
Radio Commercial – Netherlands
Radio Commercial – Germany
Clarity-score
In the HTML5 banners, we also translated the brand strategy into effective visual expressions.
By testing different banner designs using neuromarketing tools, we optimised both the visuals and the call-to-action (CTA).
We used a Clarity Score to ensure the design was clear and not overloaded, and conducted an Attention Comparison showing that banners with a Primary CTA scored exceptionally high.
Want to read more about our approach? Check out our other cases!