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Play Away
Rather than your typical montage cruise campaign, we used a 'personalisation at scale' approach, giving aussies a chance to connect with one experience onboard per ad. Each piece of dialogue or copy was crafted to fit the media format, placement, TV show and time of day with over 20 TVCs and 100 bespoke assets in total. Proof a big brand can feel deeply personal.
Role: CD
Media: Integrated
Carnival_30_RADIO_Sonya_Bumper_REV_Broadcast Mix_251125 copy
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