Priceline, the iconic online travel agency famous for 25 years of negotiating amazing deals and rewriting the rules of travel, was awarded a Bronze Lion at the 2023 Cannes Lions International Festival of Creativity for social commerce as part of their “Go To Your Happy Price” Super Bowl campaign featuring Emmy-nominated actress Kaley Cuoco. The campaign was also shortlisted in the media category.
The Bronze Lion award recognizes Priceline’s achievement in the “Best Use of Social Commerce” category, awarding “work that harnesses social media, social platforms and virtual communities for eCommerce and mCommerce to drive business results.”
Debuting during the 2023 Super Bowl, the “Go to Your Happy Price” campaign redirected its in-game spend to consumers with a social commerce program, featuring over $5M in hidden deals, accessible only within social ads. In a first for the travel category, the campaign leveraged new interactive shoppable technology to create an entertaining, and ultimately, bookable travel world, reinforcing Priceline’s brand proposition and incentivizing consumers to interact with Priceline in real time.
Best known for her role in the TV show “The Big Bang Theory,” Kaley Cuoco stars in the campaign as an office ringleader enticing her coworkers to take their dream vacations by discovering affordable travel options that only Priceline can deliver. Built as a series of social-first comedic vignettes with hidden interactive elements, and complete with an original theme song, each ad features Cuoco helping her coworkers escape to their respective happy place for an even happier price with Priceline.
“We are on a mission to break through in culture and connect with a new generation of travelers by engaging them with the best Priceline has to offer,” said Lesley Klein, Senior Vice President of Strategy and Brand Marketing at Priceline. “We are honored to have our work recognized by Cannes Lions, one of the world’s most prestigious institutions in creativity.”
Priceline tapped MIRIMAR as its new creative agency of record to bring the campaign to life along with production company Epoch Films. Priceline’s interagency team included media agency Ocean Media and PR agency Agean PR. The socially-driven campaign also included high profile elements on Meta, TikTok, and YouTube as well as influencer marketing partnerships, podcast ads and an extensive PR campaign. An original theme song was also distributed across streaming platforms as part of the campaign.