Squad, the business consultancy meets creative agency, are today announcing they are behind a new advertising campaign for Eurocamp, the holiday company.
The businesses began working together in April 2018 following a competitive pitch. Eurocamp appointed Squad with a brief to develop a new brand strategy that would tackle outdated perceptions of the 45-year-old brand. Squad have since been working on translating this across all of Eurocamp’s marketing activity, of which the new advertising campaign is the first example.
The new positioning seeks to change perceptions of the brand by showcasing the wide range of possibilities that Eurocamp holidays offer.
The advertising campaign consists of two 30-second television commercials and five online films. Each film follows a different family – including the Never-sit-stillers and the Chillers – as they embark on Eurocamp holidays. The two television commercials act as a shop window for these stories, conveying the sheer contrast of experiences and parcs that Eurocamp offers. A Pussycat Dolls recording of the song Perhaps, Perhaps, Perhaps is used as the soundtrack. The campaign also includes 10-second television commercials, Nickelodeon Junior sponsorship idents and extensive social media activity.
The creative was shot in a run and gun style, across multiple locations in Europe, in order to deliver the sheer breadth, volume of film and high energy levels required. The deliberately lean crew were able to get up close and personal, to capture real emotions, moments and connections.
Media planning and buying was handled by Running Total. Production was by The Gate working with Director Si Mulvaney.
The advertising is Squad’s first creative work for Eurocamp since being appointed. Squad are now working with Eurocamp to implement the new brand positioning and identity across their entire brand, from the customer experience to all marketing activity.
Rob Gray, Strategy Partner at Squad, said: “Eurocamp’s previous positioning wasn’t addressing the brand’s fundamental perception issues and the advertising had become disconnected from it. To tackle this we needed to root the brand in the product again. Our key word was ‘possibilities’ based on our observation that Eurocamp holidays offer more variety than people think.”
David Barraclough, Creative Partner at Squad, said: “The great thing about Eurocamp is the diversity. Two parcs can have similar facilities but very different feels, which can be hard to convey. But by celebrating clearly defined and named personality types we were able to hero those contrasts and the possibilities on offer.”
Chris Hilton, Head of Marketing at Eurocamp, said: “The new positioning Squad have developed with us during 2018 provides a foundation to support our ambitious growth plans to bring more people to the Eurocamp brand. The new campaign marks the introduction of the new positioning and is designed to make people to reconsider the brand. We believe there is a huge opportunity to showcase how Eurocamp has evolved and how it can offer a holiday that’s the perfect fit for lots of different families through the breadth and flexibility of our offering.”