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Hotels,com, the Online Travel Agency, sits in a highly cluttered environment. Brand loyalty is sparse and price is the main distinguishing factor.
Consumers feel neutrally, at best, towards online travel agents and most providers highlight the rational benefits they offer. In comparison, Hotels,com stand apart as a challenger brand embodied by our mascot, Captain Obvious.
But the Hotels,com audience are hard to reach. They’re digitally savvy customers that move from one media to another.
On top of this, there is a bigger problem: 30% of our audience block ads online as they tire of the endless barrage of communications from brands that get in the way of them consuming content they love.

Because Hotels,com believe they are different to other brands, we did what any true maverick should do: we took a risk. What if we encouraged the audience to block ads, with a Hotels,com twist?
Given that All 4 were also affected by the rise in ad blocking, we partnered with them to find a solution.
Using Captain Obvious to capture our audience’s attention, we delivered an Ad Blocker with a difference. We gave viewers the chance to block not just Hotels,com ads, but trailers for their favourite Channel 4 shows!