This Valentine’s day film was created to leverage lastminute.com’s cheeky and

provocative tone of voice and develop activity that connects them with Valentine’s

Day breaks. The film bravely highlighted what was on everyone’s mind during

Valentine’s Day which made it engaging and shareable whilst instilling the

brand’s irreverent and playful personality.

The online film used a series of visually sexually suggestive shots to showcase different Lastminute European holiday destinations, which went live Facebook and Youtube on the 9th Feb.

This was accompanied by a sexually suggestive print ad which ran in the same week.

Both used the #lustminute hashtag (an adaptation of the lastminute name) to help spur on the conversation.

PR reached over 267 million with key coverage in National publications such as The Guardian, Metro and Cosmopolitan.

Picked up by popular blogs and feeds such as LADbible, Buzzfeed and appeared on the front page of Reddit.

Mentions on twitter increased by 330%, with +292% new followers.

Traffic to the site double compared to the 2015 weekly average.