Global Winner

The DNA Journey


Agency: momondo A/S

Brand: momondo A/S

Market: Denmark

Travel is not just for business or pleasure - it is more important than that. For 10 years, momondo has opened the world by providing a travel search engine that inspires travelers and helps them explore new places. As a recent global study initiated by momondo revealed 48% of people believe we have become less tolerant and more narrow-minded towards other cultures over the last 5 years, we were inspired to act. At momondo we believe we have more in common with the world than most people think, and in order to break down boundaries and encourage people to travel with an open mind, we needed to prove this.

The DNA Journey, which was inspired by this longstanding philosophy, was thus designed to start a conversation around tolerance and diversity under momondo’s Purpose “Let’s Open Our World”. The topics of diversity and tolerance are universally relevant for audiences across the world. Our challenge was to give momondo’s purpose a strong voice, spur conversations and drive the content virally to generate real social impact.

Furthermore, the challenge was to move and engage people – to get under their skin, so they don’t feel that the topic is too large or distant. We wanted to help people relate to the topic on a very personal level, to feel a common responsibility, and feel united to make a change.

The campaign video featured people from all over the world, who are deeply proud of their heritage, having their views challenged by DNA tests that reveal their broad and varied ancestry.

The objectives of the campaign were to:

1. Drive video views, global reach and traffic to the campaign landing page

2. Drive brand awareness, market penetration and increase market share

3. Drive global engagement with the campaign - starting a globally relevant conversation about tolerance and openness in the world

4. Tell a compelling story and evoke a powerful emotional response worldwide.

Campaign Goals

  • Brand Awareness
  • Reach
  • Engagement
  • Video Views

Facebook Products Used

  • Video Ad
  • Website custom audiences
  • Lookalike audiences
  • Conversion tracking
  • Video re-marketing