Spotting the difference between 'good cheap' and 'bad cheap'
barrettSF (bSF) has recently debuted a pair of animated spots on behalf of hotel search site goSeek.com, to comically demonstrate the difference between “Bad Cheap” and “Good Cheap.” In the world of cheap, there is both good and bad. Finding exactly what one wants, at the lowest possible price, is good cheap. Everything else is bad cheap.
Using repetition to reframe the value proposition, the spots showcase goSeek as the go-to site for the lowest hotel prices. In one spot, it’s easy to see why discount meat is “Bad Cheap” and discount hotels are “Good Cheap.” In another, a discount swing set that ultimately sends a young girl soaring is easily identifiable as “Bad Cheap,” while discount hotels are once again labeled as “Good Cheap.”
“goSeek is a challenger brand with a very real point of difference, in a category where smart advertising can make a massive impact,” said Jamie Barrett, executive creative director at barrettSF. “We’re incredibly excited to help the goSeek team take the brand to the next level.”
The 15-second executions are currently airing on Facebook and YouTube as pre-roll, and other extensions may roll out at a later date. In addition, bSF also created display ads and stills for the site. Matt Vescovo is the campaign’s animator, whose no-frills Instructoart images have been published in books, displayed in galleries and turned into MTV promos.
Clem Bason, CEO of goSeek remarked: “It’s extraordinarily difficult to stand out in the online travel category given that amount of ad spend by established players. But these spots stand out in a field of sameness, and we’re confident they’ll capture the attention of the value-conscious traveler, who truly is seeking out “Good Cheap” for their next trip.”
Bason, formerly the President of Hotwire.com, launched goSeek in early 2015. The company, which helps visitors save 20% or more on their hotel stay, differentiates itself by surfacing hidden hotel deals that are often difficult – if not impossible – for most travellers to find.