No one wants to cancel a planned trip, but it is a reality of modern-day travel, given hectic schedules and pace of life. MakeMyTrip.com launched ‘Uncancel’, a feature that enables travellers to reschedule a trip with just a click, instead of cancelling it altogether. The trip is re-booked at the original cost, making it a win-win for the customer.
The campaign was conceptualised by FCB Ulka to enhance the company’s reputation as a customer-focused brand. Research indicates that customers face significant disappointment and distress while cancelling their travel plans and facing the prospect of increased cost of re-booking at a later date. This is also a big deterrent from undertaking the trip again – a sentiment that cut across age groups.
FCB Ulka hit on the idea of “Uncancel” to establish how MakeMyTrip understands and appreciates the emotions attached to a trip. This feature was launched through social-media activation, including influencer and blogger engagement and broad-scale digital advertising campaign. The entire campaign is centred on the powerful and emotionally resonant brand belief – “Some trips are more than just trips”. FCB Ulka has developed end-to-end communication including Customer Care Centre Scripts, Introduction Mailers, Digital Banners, and the launch films.
“In advertising, we usually wait for the client to develop the product and give us the brief to create communication. But in this case, we took the lead in recommending a product, scoping out its features and then designing the entire communication package. We were lucky to have a client who trusted our vision and persevered through a long period of conceptualisation that involved massive changes at their end – in product features, processes and technology integration,” said Sachin Burma, Group Creative Director at FCB Ulka.
The communication campaign includes three short films, expressing how a trip can be more than just a trip, with the protagonist facing an impending cancellation. MakeMyTrip’s Uncancel then provides a way out for the traveller to continue with their trip at a later date. The first film is already live, and received tremendous positive feedback and brand buzz. The two films to follow will also be released on digital platforms only – marking another first for MakeMyTrip.
Agency: FCB Ulka (Delhi)
Group Creative Director: Sachin Burma
Creative team: Avinash Chauhan, Shahid Hussain, Lavanya Singh, Dibakar Das, Ravjot Singh, Muniza Tariq, Sharik Khullar, Bipra Das
Account Management: MN Damodaran, Rachin Mahendroo, Anjali Saxena
Agency Producers: Alpa Jobalia, Stanley
Production House: Storytellers
Director: Arun Gopalan
Producer: Zina Khan