Create a social-first influencer concept that drives Black Friday bookings and positions Booking.com as the go-to brand for travel experiences over material things.

The Insight

During Black Friday, a lot of people buy things they don’t need — caught up in the black friday hype But what if Booking.com used the moment to remind people to book something they’ll actually remember?

As more people choose experiences over objects, especially post-pandemic, the time was right for a more emotionally resonant message: Memories, not Things.

 
The Idea

For Black Friday, we flipped the script on mindless shopping with creator content that reminded audiences: book memories, not things.

Format

We invited creators to review a completely ridiculous (and fake) product. Think: ocean-scented fans, retrograde-warning telescopes. The tone is convincing, but just off enough to raise eyebrows.

Mid-video, they break character: the product’s fake — but the message is real. Why buy another thing when you could book a trip?

We cut to a real travel experience that mirrors the fake product, making Booking.com’s deals feel like the better choice.