Traveloka has unveiled a series of “low-budget” looking ads to promote its upcoming mega sale in Singapore, titled “Traveloka Singapore Epic Sale”. Posted across its Facebook and Instagram platforms, Traveloka used seemingly unpolished ads with working boxes around its text and images. In one particular Instagram post, Traveloka also posted a picture of one of its out-of-home (OOH) ads that features an ad presented on a Microsoft Word document.
The ad was accompanied with the caption: “Did we really just create a billboard without design budget? Well, it was a choice between giving you guys an epic discount or this. Easy decision.”
If you are wondering why this marketing execution rings a bell, it may be because Subway used a similar marketing messaging when it was promoting its Meat Stack sub last year in October. Subway created “unpolished” ads that it claimed to be created by an intern.
Running across both Singapore and Malaysia market, Subway said in one of its ads that it had to choose between using fresh meat for a hypervalue sub with poor marketing, or just a typical sub with professionals dictating its ads.
In a conversation with MARKETING-INTERACTIVE, Pascal Gekko, head of international accommodation, Traveloka, said the main inspiration behind the artwork of its “no design budget ads” was taken from a similar sale it ran in Indonesia in 2020, where its OOH was presented in an email screenshot. “The OOH placement generated a lot of buzz on social…