#ADifferentView is a digitally focused campaign that Siren worked with Celebrity Cruises on as part of an integrated all-agency team across the UK in November 2015.
The campaign continued the business strategy to encourage people to reappraise the brand (and cruising) by asking them to take a different view.
The activity was created to digitally engage audiences in tandem with a new brand film that was launched exclusively in partnership with Channel 4’s portfolio of channels – on TV and on demand.
20 bespoke frames were placed around the UK in locations in partnership with Celebrity Cruises’ ambassadors including bloggers, Instagrammers, TV presenters and chefs.
The locations allowed passers-by to see a different perspective of a popular area or landmark – from London’s Tower Bridge to Chester’s Historic High Street. All the views reflected features of the on-board Celebrity Cruises experience.
Consumers were encouraged to take photographs and upload them using the #ADifferentView. The resulting content was curated and shared showcasing the amazing views that had been captured.
Siren worked with key influencers who ‘owned’ a frame to help promote the activation on their own sites and generate additional content.