Sim Yi ZhenThis Father’s Day, HomeAway embarked on a special mission to celebrate our unsung heroes. In a most heartfelt manner, HomeAway’s Father’s Day Campaign sent out a poignant message that tugged at many heartstrings, that is: to treasure these unsung heroes in our lives whom we hold dearest to us.
Launching an exclusive 8% Father’s Day discount code for all bookings with HomeAway, the campaign began on a sweet and practical note. With the increased affordability of accommodations, HomeAway addressed the realistic issue of expenditure for a family holiday. Undoubtedly, this promotion gave much impetus to its audience on social media to consider gifting fathers a novel Father’s Day present this year – a family vacation.
In a swift follow-up, HomeAway released a trailer for a special Father Day’s video. The heartwarming teaser showed a family of 12 coming together to plan a surprise for the aged Mr Toh Yiew Yong, who is both a father and grandfather. As with all previews, it ends with a curious cliffhanger and left us wondering what the surprise would be.
The wait for the moment of truth was not long. Within two days, HomeAway published the full video alongside a perspicacious statement: “When was the last time you told your dad how special he is?”
As many pondered over the acute question with pangs of guilt, spirits were also lifted as the video revealed the wonderful surprise – a family vacation, in full strength! The plan was simple: Ms Joy Toh (one of Mr Toh’s daughters) brought him to Bali under the pretext that she had won free tickets while the rest of the family hid patiently in the 9-bedroom villa, which HomeAway had very kindly sponsored. Alongside complimentary breakfast, a humongous pool and friendly service staff, Mr Toh was in for a treat!
Emotions then began running high, as the Toh family described how their father had single-handedly raised the four of them up, loving and caring for them selflessly. The moving video hits a climactic note as Mr Toh freezes in astonishment, when he opens the villa’s door to exuberant greetings and grinning faces of his loved ones. Realisation hits Mr Toh as he breaks into a delightful chuckle and a massive group hug completes the whole family portrait, with a powerful affection that is almost rapturous.
As netizens revel in the tearjerking video, it is not difficult to discern the message underlying the prologue of HomeAway’s campaign – to spend quality time on momentous family vacations over convenient, expensive gifts.
It is no surprise that this beautiful message spoke to the hearts of many. Having done their research, HomeAway found that most Asian dads said that they would love to spend quality time with their family, as compared to receiving material gifts. In fact, four out of five surveyed respondents also wished to travel more with their family!
To end on a sweet note, HomeAway then hosted a contest where participants stood a chance to win a HomeAway gift card worth $300. In order to participate, contestants had to comment on HomeAway’s Facebook page with a favourite family vacation picture with their dad and explain why.
The final instalment of the campaign is particularly ingenious. Photographs speak volumes of emotions. As one rummages through tons of family photos in search of their favourite, one would inevitably be reminded of fond memories with their fathers.
More importantly, it evokes that precious, endearing love and gratitude towards fathers that are almost always hidden as a result of preoccupancy with work or studies. Insofar as the message of the campaign is concerned, there is no doubt that it has been clearly and surely conveyed.
HomeAway’s Father’s Day campaign was raw, sincere and profound. Each portion of the campaign was deliberate and well thought-out. Behind the commercial elements, a genuine message can be heard loud and clear – always make time for family and cherish your loved ones. We all needed that timely reminder.
