Agoda positions itself as the ‘no nonsense’ travel site in social campaign

Travel comparison site Agoda has positioned itself as the “no nonsense” travel site with a series of online ads.

In its first work since winning the account late last year, BMF created a series of ads which use the colourful dots in Agoda’s logo as the protagonists.

The ads – which will run throughout Asia, Australia, Canada, the US and South Africa – were created in collaboration with director and animator Julian Frost.

Alex Derwin, ECD at BMF, said in a statement: “Online travel is a fiercely competitive sector, so a strong, unique voice was key to differentiating Agoda from the rest. With the help of Julian Frost, we’ve created something that’s going to really stand out on people’s feeds.”

Steve McArdle, managing director at BMF, added: “The positioning is straightforward, because booking travel can be complicated. The work is playful and irreverent, because travel should be joyful. The combination of the two should connect pretty well with a new generation of travellers who want to get to the good stuff without the grind.”

The campaign will be hosted on Facebook, YouTube and Instagram.


  • Creative Agency: BMF
    Executive Creative Director: Alex Derwin
    Creative Director: Ant Hatton
    Art Director: Jack Robertson
    Copywriter: Emily Field, Robert Boddington
    Executive Strategy Director: Christina Aventi
    Planner: Emily Field, Josef Wimberger
    Managing Director: Stephen McArdle
    Group Account Director: Danielle Richards
    Senior Account Manager: Kimberly Ngo
    Agency Producer: Esta Lau
    Director, Animator: Julian Frost
    Music: Antfood
    Sound Production: Rumble Studios
  • Client credits:
    Agoda, Global Director Brand & Communications: Andy Edwards
    Agoda, Global Demand Innovator: Huiwen Tow
    Agoda, Head of Global Media: Michael Kost

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