The Wiggles’ John Pearce fronts Klook’s first local campaign
Klook has launched its first above-the-line campaign in Australia, calling on travellers to enjoy a richer holiday experience, via its newly appointed, fully independent agency village.
Featuring The Wiggles’ John Pearce, the campaign brings Klook’s travel experiences to life through a series of imaginary experiences. It encourages people to ‘Travel Fully’. It was developed by Klook’s new agency partners, including creative agency Paper Moose and media agency Hatched.
Paper Moose’s creative director, Jeremy Willmott, said it was important to ensure the campaign nailed the nuance of Australian travellers.
“We travel a little bit differently as Aussies, we like to curate, we like to go deep in culture, we like to have really specific experiences,” he told Mumbrella. “And that was the launch pad for us, for ‘Travel Fully’. When you go on holiday, it’s not about ticking off an itinerary and doing loads of stuff, it’s about having richer travel experiences.”
He said leaning into this “richness” gives Klook an interesting position in market, allowing it to distance itself from competitors. The use of the word “fully” also just felt like a “really uniquely Australian” call-to-action.
Klook’s internal team assisted in choosing Pearce as the campaign’s front man. Willmott said he was the perfect candidate. Especially since Klook’s target demographic is Millennials and Gen Z, who might also remember Pearce from his 2010s Justice Crew days.
“He comes with his own equity too, he’s got his own social media presence, he’s a young dad, he’s got a newborn… So in terms of the demographic, he’s a representation of a very typical traveller,” Willmott said.
“He’s a really good fit.”
One of the reasons Klook chose an independent agency village was for the agility, which Willmott said was evident throughout the creation of the work.
“They [Klook] were so nice and supportive, but still challenging us. So it really did feel like an agile process.”
Behind the scenes on set
Hatched’s managing partner and head of strategy, Danni Dimitri, agreed, adding: “The platform is fertile and playful, opening up loads of connections and opportunities to get people’s attention and establish Klook as a serious player in travel.
“The fun that fuels our OSEP [owned, shared, earned, and paid] approach is what matters most, brought to life with our brand ambassador, John Pearce,” she said in a media release.
Paper Moose used its recently-unveiled Moose Review testing tool for the work, to ensure the campaign would be creatively effective.
“We used it for this, and it was a really good process. We’re using it more and more now that its fully realised,” Willmott told Mumbrella.
“It really helped us at different stages… to iterate off ideas and build and make things better. It allowed everyone in the room to have a voice.”
‘Travel Fully’ is live now across TV, social, BVOD, as well as OOH across Sydney and Melbourne.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Campaign
Danni Dimitri
Hatched
Jeremy Willmott
John Pearce
Justice Crew
Klook
Paper Moose
The Wiggles
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