Netflights campaign earns recognition for The Hatch

A marketing campaign for Netflights has seen the Hatch named The Drum's agency of the month for November.

The Padiham based agency earned the accolade for the success of its Grinfreeze campaign, which spanned TV, radio, billboards and digital media.

The campaign promoted Netflights, a travel website owned by the Emirates Group. It features a number of sketches which saw customers who can’t stop 'grinning inanely' due to getting a ‘Proper Good Deal with Netflights’. Their faces are stuck no matter what their circumstances, including being dumped, missing a penalty and bad news at the doctors.

Netflights ads have been aired on Channel 4 and E4, Sky1, Dave, Fox and Comedy Central as well as radio stations Heart, Capital, Smooth and Kisstory.

Graham Slater, creative director at The Hatch, explained: “The inspiration came from studies on people laughing when they really shouldn’t, which most of us can relate to. It’s got a scientific name which I can never remember! But what the studies told us, is that inappropriate giggles and smiles will 100 per cent create a human connection and help create the brand persona we were looking for.

"It’s the most fun I’ve ever had on a project to be honest, and all the team at Netflights were heavily involved at each step of the creative and production process - we all had a ‘Proper Good’ laugh together."

The Drum is a globally recognised platform for the marketing and media sector, and is widely recognised as the industry leader for empowering marketers with knowledge and industry insights. Having gained ‘Drum Recommended’ status earlier in 2019, The Hatch’s Grinfreeze campaign saw them take the ‘Agency of the Month’ award for November.

The Hatch has also worked with travel sector clients including Dnata, Six Star Cruises, Destinology and Cruise 118. Other sectors and brands include Ted Baker, B&Q, Ikea and Graham & Brown. 

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