How Going Advertises on Meta

# Ad summary This ad features a female creator sharing her secret to finding affordable flight deals, promoting the service 'Going' (formerly 'Scott's Cheap Flights'). She opens by confidently stating she works harder than airlines to find deals, then shows various travel clips including airports, planes, and destinations, intercut with screen recordings demonstrating how to use the Going app/website to find international flight deals for significantly reduced prices. The video highlights both free and paid membership options, positioning the service as an essential tool for budget-savvy travelers to explore the world without breaking the bank. # Brand positioning Going (formerly Scott's Cheap Flights) is presented as a smart, accessible travel hack service that empowers individuals to travel frequently and affordably. It aims to occupy the space of an 'insider's secret' in the consumer's mind, aligning with values of resourcefulness, adventure, and financial savviness. The brand pushes against the norm of expensive airfare, suggesting that finding great deals requires an 'insider's' approach rather than simply searching on traditional sites. Its positioning is both functional, by providing concrete flight deals, and emotional, by enabling aspirational travel experiences and freedom from budget constraints. # Product Going is a subscription-based service (formerly Scott's Cheap Flights) that sends users flight deals directly to their email. It's designed for travelers who want to fly internationally and domestically at significantly reduced prices. The service works by finding 'mistake fares' and other deep discounts on flights. Key features highlighted include sending flight deals 'all day long,' offering both a free membership (which is 'a little limited' but still sends deals) and paid memberships, and allowing users to filter for international destinations. The ad explicitly shows examples of deals to locations like Paris for $250 round trip and mentions destinations like Belize, Curaçao, Dubai, and Thailand available for 'way less' than typical costs. The ad positions Going as a way to travel 'as much as I want without being out of budget,' addressing the purchase barrier of high flight costs by providing access to extraordinary savings. # Visual style The ad has a highly energetic, fast-paced UGC (User-Generated Content) feel. The editing rhythm is characterized by quick cuts, often switching between different environments, screen recordings, and selfie-style shots of the creator within seconds. The production quality is scrappy and authentic, relying on handheld camera work and natural lighting, which enhances its relatability and makes it feel like a personal recommendation rather than a polished commercial. There are no obvious visual motifs, but the constant movement and dynamic transitions keep the pacing very high. The audio-visual sync is strong, with cuts and screen changes often coinciding with the creator's spoken words or a beat in the background music, creating an engaging and rapid flow of information. # Hooks Spoken: The airlines might work hard, but I work harder, okay? I'm finna tell y'all exactly how I'm able to find all the flight deals. This is exactly how I can travel as much as I want without being out of budget, okay? Visual: 00:00–00:05: Medium shot of a Black female creator (late 20s-early 30s) with natural curly hair, wearing a low-cut floral top and an olive green button-up shirt, and a yellow cross-body bag. She is indoors in what appears to be an airport or large modern building with glass and metallic structures in the background. She holds the camera in a selfie-style, slightly swaying. Her expression is confident and animated as she speaks directly to the camera, gesturing with her hands. The lighting is bright and even. / 00:05–00:08: A medium close-up shot of a large, blue digital airport flight departures board. It displays a list of cities (e.g., Montreal, Munich, Nashville, New York) with corresponding flight numbers, airlines (e.g., Delta, United), times, and gate information. The text is white and orange, and the board has a dark, reflective surface. The camera slowly pans upwards, revealing more of the flight information. / 00:08–00:09: A close-up, top-down shot of a light brown leather travel bag and a green carry-on suitcase. A hand with neatly manicured nails is placing a stack of paper currency (likely US dollars) into a side pocket of the leather bag. A bright green "UNITED EXPRESS CARRY ON LUGGAGE" tag is attached to the suitcase handle. The background is blurred, suggesting an outdoor airport setting. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point addressed is the high cost and difficulty of finding affordable flight deals. This is signaled by the creator's opening line: "The airlines might work hard, but I work harder, okay?" This implies that airlines make it hard to find cheap flights, and the average person struggles to secure good deals. # Value propositions - I'm finna tell y'all exactly how I'm able to find all the flight deals. - This is exactly how I can travel as much as I want without being out of budget. - I don't pay regular flight prices. - I have found some deals as good as $250 round trip to Paris. - all types of places on here for way less than they would typically cost. # Benefits - can travel as much as I want without being out of budget - found some deals as good as $250 round trip to Paris - all types of places on here for way less than they would typically cost # Features - sends you flights all day long - membership-based service - free membership too - a little limited - get some deals sent to your email - check that international box - can type in a specific destination # Call to action None used # Social proof - The airlines might work hard, but I work harder, okay? I'm finna tell y'all exactly how I'm able to find all the flight deals. This is exactly how I can travel as much as I want without being out of budget, okay? # Point of view - Customer 80% – The creator shares her personal travel experiences and demonstrates how she uses the product, speaking directly to the audience in a conversational tone. - Brand 20% – Screen recordings of the Going app and website interface are shown, detailing features, prices, and destinations. # Storyline - 00:00–00:05 00:00–00:05: The creator, in an airport, addresses the camera directly, explaining that she works harder than airlines to find flight deals. She promises to reveal her secret to traveling as much as she wants without being over budget. This sets up a problem/solution narrative from a customer's perspective, conveying a confident and relatable tone. - 00:05–00:08 00:05–00:08: A shot of an airport flight departures board follows, showing various international destinations and flight times. This visually reinforces the idea of travel and the 'flight deals' mentioned by the creator, making her claim more tangible. - 00:08–00:10 00:08–00:10: A hand placing cash into a carry-on luggage with a 'carry-on luggage' tag is shown, followed by a shot of an airplane on the tarmac. This visual segment underscores the theme of budget travel and preparedness, connecting to the idea of saving money on flights. - 00:10–00:13 00:10–00:13: Two U.S. passports are held, then shown being carried through a bustling airport, followed by an interior airplane shot. These visuals continue the travel narrative, implying international trips and easy passage through airports, reinforcing the 'travel as much as I want' message. - 00:13–00:16 00:13–00:16: The creator is seen sitting on an airplane, looking at the screen on the seatback in front of her. She states that she doesn't pay regular flight prices. This directly addresses the pain point of expensive flights and positions her as someone with an 'inside scoop,' leading into the product revelation. - 00:16–00:18 00:16–00:18: The creator is now sitting on a train, holding a drink and talking directly to the camera, gesturing with her hands. She reveals finding deals as good as $250 round trip to Paris. This shifts the setting but maintains the direct address, making the deal sound incredibly appealing and validating her earlier claim. - 00:18–00:21 00:18–00:21: A screenshot of a flight itinerary for a round trip to Paris from JFK for $250 is displayed. The creator says, "Here go the proof in case you don't believe me." This visual proof directly supports her claim, adding credibility and transparency to her message. - 00:21–00:24 00:21–00:24: The creator is back on the train, continuing her story, adding a humorous aside about not going to Paris due to bed bugs but reasserting her method for finding deals. This maintains her authentic, conversational tone and emphasizes that the *method* works, even if specific plans change. - 00:24–00:26 00:24–00:26: The creator is shown on a sunny beach, smiling and taking a selfie. She then reveals the service: "I use this service called Going." This visual of a desirable travel destination directly connects the service to the aspirational outcome of vacationing, and she finally names the brand, creating a 'reveal' moment. - 00:26–00:28 00:26–00:28: An aerial view from an airplane window shows a coast and turquoise waters. The creator mentions Going used to be called Scott's Cheap Flights. This shot reinforces the global travel aspect while she provides historical context for the brand, clarifying its identity. - 00:28–00:30 00:28–00:30: Two U.S. passports are held again, then carried through an airport. The creator explains that Going sends flight deals all day long. This reiterates the core function of the service with familiar travel imagery. - 00:30–00:32 00:30–00:32: The 'Going' logo appears on a purple screen. The creator says, "Let me show you an example." This is a clear transition to a product demonstration, signaling a shift to practical application. - 00:32–00:41 00:32–00:41: A screen recording shows the Going app's interactive world map with flight prices to various destinations. The creator explains it's a membership-based service with a free option, though 'a little limited.' This visually demonstrates the breadth of deals and addresses potential membership barriers by highlighting the free tier. - 00:41–00:52 00:41–00:52: Another screen recording shows the Going app's filter options, where the creator selects 'International' deals. She lists various international destinations she's seen deals for, like Belize, Curaçao, Dubai, and Thailand. This highlights a key feature (international deals) and builds desire by showcasing attractive destinations, while reinforcing ease of use. - 00:52–01:00 00:52–01:00: A screen recording scrolls through a list of deals on the Going app, showing Montreal, Singapore, Edmonton, San Salvador, Guatemala City, Oranjestad (Aruba), Saskatoon, Nanaimo, and Regina. The creator states these are for 'way less' than typical costs and encourages quick action. This demonstrates the volume and variety of deals, emphasizing the savings and creating a sense of urgency. - 01:00–01:04 01:00–01:04: The creator types 'Paris' into the app's search bar, and a deal for Paris, France for $389 appears. She exclaims, "$389, you can't beat it! I guess we're going to Paris!" This provides a direct, engaging demonstration of searching for a specific destination and finding an excellent deal, concluding her earlier anecdote with a successful resolution. - 01:04–01:10 01:04–01:10: The screen recording continues to show multiple flight deals for Paris from various airports and price points, including premium economy and business class options. The creator summarizes the service, reiterating the free and paid memberships and calling it 'one of my favorite services.' This reinforces the brand's versatility and value, ending with a strong personal endorsement.

# Ad summary This ad promotes the Going App, which the creator says is helpful for finding affordable travel deals. The creator finds deals for a trip to Tulum, Mexico for under $750. # Brand positioning The Going App is a travel and flight deal aggregator. They send flight and travel deals all day long, all over the country, and all over the world. The Going App makes entire trips easier and more accessible. The brand positioning is functional, focused on simplicity and affordability. # Product The Going App sends the user flight and travel deals all day, all over the country, and all over the world. The product is useful because, with the app, the user can find low-cost flights and put the personal budget toward things like food, activities, trinkets, and excursions. # Visual style The ad has a UGC feel and looks like it could be from a vlog or personal social media account. The lighting is natural. The editing style is quick cuts. The pace is consistent throughout the ad. # Hooks Spoken: 00:00–00:01 [Speaking quickly] You said. Visual: 00:00–00:03 The shot is a medium close-up of a young Black woman with curly hair, a light-to-medium skin tone, wearing a vertically striped yellow, white, and brown shirt, a delicate necklace, and gold earrings. She is smiling at the camera in front of a faux brick wall. She puts a finger towards the viewer. # Funnel stage Middle of funnel (Consideration): Educates, compares, or shows how the product works — persuades with logic or validation # Pain points The pain point addressed is the viewer's potential budget problem of only having $750 for their vacation. # Value propositions - You don't have to share a room with anybody. # Benefits - Since we use Going to find our flights, it just made the whole trip easier and more accessible, which means we can use whatever's in our personal budget for food, activities, trinkets, excursions, whatever you have it, okay? # Features - They send flight and travel deals all day long, all over the country, and all over the world. # Call to action None used. # Point of view - Customer 100% – All content is delivered by a creator describing her experience using the product and sharing travel tips. # Storyline - 00:00–00:10 00:00–00:10 The creator, speaking directly to the camera, speaks to the viewer's desire to go on vacation, book a flight, book a hotel, have a solo trip, and their potential budget problem of only having $750. - 00:10–00:16 00:10–00:16 She assures the viewer that she will show them how to take a vacation on that budget. - 00:16–00:26 00:16–00:26 The creator then states that the destination is Tulum, Mexico, and the dates for the trip were found by the Going App because that's where she found the flight deals. - 00:26–00:30 00:26–00:30 The creator states she is doing 12 cities and it is going to go fast. - 00:30–00:40 00:30–00:40 Next, the ad shifts to a phone screen and the creator states the Going App is always her starting place because they send flight deals all day long, all over the country, and all over the world. She ended up choosing Mexico because there were so many options to Tulum. - 00:40–01:09 00:40–01:09 The ad cuts back to the creator, who proceeds to display different flight deals to Tulum from different cities. She notes if they are under budget or just made it to the budget. - 01:09–01:23 01:09–01:23 The ad shows the creator again, and she mentions that the hotel budget is $350. She shows that they will be staying at the Motto by Hilton Tulum, which is a 4-star centrally located property. The creator shows photos of the hotel rooms and the hotel price is less than $300. - 01:23–01:46 01:23–01:46 The creator shares that if the viewer goes solo, the flight is $400 or less and the hotel is $280, leaving $70 left in a $750 budget. She summarizes that they went to Tulum, Mexico for four days and three nights with flight and hotel included for under $750, and she didn't even have to share a room with anybody. Since they used Going to find their flights, it just made the whole trip easier and more accessible, which means the user can use whatever's in their personal budget for food, activities, trinkets, and excursions.

# Ad summary This image ad for Going.com shows an airplane aisle with prices in speech bubbles above each seat to illustrate how Going can help you find the same destination, but at different prices. # Brand positioning Going.com positions itself as a travel service that helps customers find affordable flight deals. The brand seems to value transparency and savings, highlighting the price differences for the same destination. The ad emphasizes the benefit of using Going.com to compare prices and find the best deals, catering to travelers who are price-conscious and looking for the best value for their money. Going.com differentiates itself by focusing on flight deals, in contrast to booking flights directly through an airline or other travel services that might not offer the same level of price comparison. The brand's positioning is both functional, by offering price comparison, and emotional, by tapping into the desire to save money on travel. # Product The ad promotes Going.com, a service that allows users to compare flight prices to the same destinations and find better deals. The advertisement highlights the price variations that can exist for the same destination, suggesting that users can save significant money by using Going.com to find the best available fares. The ad targets travelers who are looking for affordable flight options and who are willing to compare prices across different airlines or booking platforms. The ad does not explicitly mention any specific features or ingredients of the service, but it conveys the USP of price comparison and savings. The moment of use is implied to be when booking flights for travel, with the ad addressing the purchase barrier of high flight costs by showcasing the potential for significant savings. # Visual style The ad utilizes a clean and straightforward visual style, with a focus on clarity and ease of understanding. The production quality appears to be relatively high, with the image of the airplane cabin well-lit and in focus. The visual motif is a grid layout, with price bubbles arranged above the seats to create a structured and organized presentation of information. The image treatment includes background removal, as the price bubbles are layered on top of the image of the airplane cabin. The typography is large and bold, making it easy to read and understand the message. The ad's visual style contrasts with typical norms by directly displaying price differences, making it disruptive and eye-catching in the feed. The visual style aims to increase scannability and stop power in the feed by presenting information in a clear and concise manner. # Hooks Headline: Same destination, different prices. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies the customer's pain point is that the prices for flights to the same destination can vary widely, leading to overspending when booking without comparison. "Same destination, different prices." # Value propositions - The ad is communicating the potential to save money by highlighting the price variations for the same destination. # Benefits - Same destination, different prices. # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is communicating its value proposition by displaying its name at the top of the image. - Customer: The varying price points shown above the seats in the airplane is the brand expressing the opportunity for customers to save money by using their service. # Storyline - The ad starts with the brand name, Going™, which is presented at the top of the image. This immediately introduces the brand to the viewer and sets the stage for what's to come. The brand is telling the audience who they are. - The text “Same destination, different prices” is displayed prominently, setting the stage for the problem. The brand is letting the audience know that there is a problem that they can solve. - The ad shows the interior of an airplane cabin, with different price tags above each seat ($725, $293, $687, $987). This serves to illustrate the ad's statement that prices vary even for the same destination. The brand is showing the audience how much money they can save using their service.

# Ad summary This ad shows a woman sitting on a couch who shares how she found flights to Costa Rica for $240 per ticket for her family. # Brand positioning This ad presents the brand as a travel company that allows users to save money on their travel plans, specifically flights. The ad provides a tangible example of savings and emphasizes the practicality of affordable travel planning. The brand aims to occupy a space in the consumer's mind as a tool for finding affordable flights, promoting a lifestyle of accessible travel. By highlighting specific cost savings on airline tickets, the brand focuses on transparency and value. The positioning is primarily functional, emphasizing performance, simplicity, and savings. # Product The product being advertised is a flight booking service or platform. It is designed for individuals and families looking to save money on travel, specifically on flights. The ad explicitly states that users can find roundtrip flights to Costa Rica from Washington for $240 per ticket, including one stop, on American Airlines. The USP is the significant cost savings, exemplified by saving $1,440 on tickets for a family of four. The use case shown is planning a family vacation to Costa Rica. The ad addresses the purchase barrier of high travel costs by demonstrating that affordable options are available through the service. The ad encourages viewers to try the product by showing clear financial benefits and ease of use. # Visual style The ad has a UGC feel with a static camera and natural lighting. The editing style is simple, with a single shot throughout the entire ad. The production quality appears casual, like a self-recorded video, which supports the intended tone of authenticity. There are no visual motifs, and the pacing is slow due to the static nature of the shot. The audio-visual sync is present as text appears with the music. # Hooks Text overlay: 00:00–00:03 We're going to Visual: 00:00–00:03 A woman is sitting on a beige couch. She has long dark hair and wears a dark long-sleeved shirt and pants. She looks down and to the right, appearing thoughtful or subdued. The background includes a painting on the wall and a window. The camera is stationary and at eye level, providing a clear view of the woman. The lighting is soft and natural, casting subtle shadows. The shot is tight on the woman, focusing on her expression and upper body. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that travel, specifically flight tickets, can be expensive, and finding affordable options can be difficult. # Value propositions - Affordable flights to Costa Rica for a family of four # Benefits - Saving money on travel # Features - Roundtrip flights - One stop - American Airlines flights - $240/ticket # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The POV is communicated through the presentation of a customer sitting on a couch and claiming that they saved money on flights to Costa Rica. # Storyline - 00:00–00:09 00:00–00:09 A woman sits on a couch and looks thoughtful. Text overlays show that she found tickets to Costa Rica from Washington for $240/ticket. The text says roundtrip, one stop, on American Airlines. A second text overlay states that she saved $1440 on tickets for a family of four. This beat intends to convey that the brand or service can help find cheap flights.

# Ad summary This ad promotes the Going app, which alerts users when flights they are tracking become cheaper. The ad features a woman who explains that she missed the 'Goldilocks window' for booking cheap flights last year. But now she uses the Going app to track prices to Hawaii, which helps her budget for 'fun things' like kayak lessons. # Brand positioning Going (formerly Scott's Cheap Flights) is presented as an app that helps users find cheap flights. The brand positions itself as a tool for budget-conscious travelers who want to save money on airfare and avoid the stress of constantly monitoring prices. The brand seeks to occupy a space in the consumer's mind as a reliable and convenient resource for finding affordable travel options. The brand values saving money, convenience, and stress-free travel planning. Going differentiates itself by automating the price tracking process, ensuring users don't miss out on the best deals. The brand positioning is functional, focusing on performance and simplicity, while also appealing to the emotional desire for affordable travel. # Product The Going app is a flight price tracking tool that alerts users when the price of a flight they are tracking drops. The app is for people who are planning trips and want to find the best deals on flights. The app allows users to track prices to specific destinations, such as Hawaii as shown in the ad. It keeps an eye on the prices, so users don't have to obsess over it or forget. By saving money on flights, users can budget for the actual fun things, like kayak lessons. The app addresses the purchase barrier of expensive flights by helping users find the lowest prices. The Going app is presented as a must-have tool for anyone who wants to travel without breaking the bank. # Visual style The ad has a casual, UGC-style aesthetic, with natural lighting and a selfie-style camera angle. The editing is simple, with quick cuts between shots of the woman speaking and visuals of the app. The production quality is polished but not overly so, giving it an authentic feel. The pacing is moderate, with cuts every few seconds to maintain viewer engagement. The visual style supports the intended tone of a relatable and trustworthy recommendation from a friend. # Hooks Spoken: Female 1: You're booking your flights at the wrong time, I guarantee it. Text overlay: YOU'RE BOOKING YOUR FLIGHTS (in blue) / AT THE WRONG TIME (in blue) / I GUARANTEE IT (in blue) Visual: 00:00–00:03 The shot is from a selfie-style, close-up perspective of a fair-skinned woman in her 20s with long brown hair, wearing a black shirt. She is indoors, and behind her is a white wall with framed artwork of sailboats. The lighting is bright and natural. # Funnel stage Middle of funnel (Consideration) # Pain points The main pain point is that booking flights at the wrong time leads to overpaying. The ad uses the phrase 'You're booking your flights at the wrong time, I guarantee it' to highlight this frustration. # Value propositions - Save money on flights, so you can have money for other things. - The app keeps an eye on the prices for you, so you don't have to obsess over it or forget. # Benefits - Saves money on flights - Avoids the stress of constantly monitoring prices - Frees up budget for fun things # Features - Tracks flight prices - Sends alerts when prices drop # Call to action Download the Going app. # Social proof - Female 1 (Customer): Last year, I missed the window and ended up paying way more than I planned. - Female 1 (Customer): This year, I'm ahead of it because I'm using the Going app. # Point of view - Customer 100% – The ad is entirely told from the perspective of a customer sharing her experience and the benefits she's realized. # Storyline - 00:00–00:02 The ad opens with a woman directly addressing the viewer, asserting they're likely booking flights at the wrong time and guaranteeing they're overpaying. This statement serves as a pattern interrupt and challenges the viewer's current booking habits, creating curiosity and setting the stage for a solution. - 00:02–00:06 The woman explains that there is a 'Goldilocks window' for booking flights at the lowest price. This introduces the problem of timing flight purchases and hints that there is a specific optimal period for finding deals, which can pique the viewer's interest in learning more about this window. - 00:06–00:10 She shares her personal experience of missing the window last year and paying more than planned. By sharing a relatable mistake, she builds trust and underscores the importance of timing in booking flights, making the problem more tangible for the viewer. - 00:10–00:13 She then positions the Going app as the solution, stating that this year she's ahead of the game by using it. This is a pivot from problem to solution, introducing the product as a way to avoid the mistake she made last year. - 00:13–00:16 She then elaborates that she's using the app to track prices to Hawaii, which is a dream trip for her. The personal anecdote continues to emphasize the practicality of the app. - 00:16–00:19 The woman explains that the app keeps an eye on the prices for her, so she doesn't have to obsess over it or forget. This highlights the convenience and time-saving aspects of the app, appealing to viewers who want to avoid the stress of manually tracking flight prices. - 00:19–00:25 She concludes by stating that whatever they save gives them a budget for the actual fun things, like kayak lessons her boyfriend keeps dropping hints about. This connects the financial savings to the enjoyable experiences, reinforcing the value proposition and ending on a lighthearted note. - 00:25–00:27 The ad closes with a direct call to action to download the Going app, prompting the viewer to take the next step and try the solution she has presented.

# Ad summary This ad promotes a travel service that provides flight deals. The ad highlights a roundtrip flight to Hawaii for $224 and leverages credibility through "As seen on:" mentions of well-known news outlets. # Brand positioning This brand positions itself as a consumer-friendly service that shares flight deals that "feel like secrets". It aims to occupy a space in the consumer's mind as a source of exclusive, affordable travel opportunities, contrasting with the notion that good flight deals are difficult to find. It promotes the value of transparency and sharing, suggesting a brand that prioritizes customer access over gatekeeping. # Product The product being advertised is access to low-cost flight deals, specifically a roundtrip flight to Hawaii for $224. This service appeals to price-conscious travelers who seek affordable vacation options. The advertised deal works to eliminate the perception that travel, especially to desirable destinations like Hawaii, is prohibitively expensive. The ad implies the brand finds and distributes these deals to make travel more accessible. # Visual style The ad has a clean, modern style. It combines brand elements, social proof (news logos), and a landscape background image of a vacation destination. The ad uses a limited color palette of light blue, green, and white which adds to the aesthetic. # Hooks Headline: Some flight deals feel like secrets. We just share them. # Funnel stage Top of funnel (Awareness) # Pain points The pain point is the perception that finding affordable flight deals, especially to desirable locations like Hawaii, is difficult and akin to discovering a secret. # Value propositions - Hawaii roundtrip for $224 (making dream destinations accessible) # Benefits - Sharing flight deals that feel like secrets # Features - Hawaii roundtrip for $224 # Call to action None used. # Social proof - TODAY - GOOD MORNING AMERICA - LIVE KELLY & RYAN # Point of view - External source: The 'As seen on:' section with logos of news outlets indicates external validation and credibility. - Brand: The statements 'Some flight deals feel like secrets. We just share them.' and 'Hawaii roundtrip for $224' represent the brand's direct communication to the audience, outlining its service and value proposition. # Storyline - The ad begins by establishing credibility. The brand is featured in news outlets 'TODAY', 'GOOD MORNING AMERICA', and 'LIVE KELLY & RYAN', building trust and authority by associating with well-known media sources. The perspective is that of an external source validating the brand's prominence. - The ad then transitions to the brand itself making a direct promise to the viewer. It states 'Some flight deals feel like secrets. We just share them.' to emphasize its transparency and willingness to share exclusive deals, creating a sense of insider access. The perspective is from the brand, positioning itself as a helpful resource for affordable travel. - The brand presents a specific offer to the audience, highlighting a 'Hawaii roundtrip for $224'. This concrete offer is intended to make the abstract promise of flight deals more tangible and appealing, demonstrating the value the brand provides. The perspective is from the brand showcasing a tangible example of its value.

# Ad summary The ad promotes an app to find cheap flights, advertising up to 90% off flights and highlighting a mistake fare for a roundtrip flight from JFK to Paris for $230. # Brand positioning The brand is presented as a travel app that helps users find the best flight prices. It positions itself as a reliable source, trusted by over 2 million travelers, and specializes in uncovering deals, including 'mistake fares', which are significantly discounted prices due to errors. The brand aims to make travel more affordable and accessible by providing users with opportunities to save money on flights. # Product The product being advertised is a flight search app that helps users find the best flight prices. It specifically highlights its ability to find mistake fares, such as a roundtrip flight from JFK to Paris for $230. The app sends notifications to users of these deals, which are time-sensitive. The app appears to be designed to address the cost barrier of travel, offering users a way to save money and discover affordable flight options. # Visual style The ad has a clean and modern visual style with a light color palette and a focus on simplicity. It uses a phone mockup to simulate a user interface and integrates a notification as if it were on a real device. The overall effect is approachable and user-friendly, designed to convey trustworthiness and ease of use. The visual style aligns with modern app advertising conventions, emphasizing clarity and scannability to quickly capture attention. # Hooks Headline: Trusted by 2+ million travelers to find the best flight prices # Funnel stage Middle of funnel (Consideration) # Pain points The high cost of flights. The ad showcases an app that helps users find affordable flight options. The phrase '*mistake fare* Paris - $230+' demonstrates an extremely low-cost opportunity, appealing to users who feel that flights are usually too expensive. # Value propositions - Up to 90% off flights: The promise of significant savings makes the app appealing to budget-conscious travelers. # Benefits - Download for up to 90% off flights # Features - Find the best flight prices - Mistake fare # Call to action Download for up to 90% off flights # Social proof - Trusted by 2+ million travelers # Point of view - Brand: The brand's POV is expressed through the top caption, which aims to establish credibility by stating that the app is 'Trusted by 2+ million travelers to find the best flight prices.' # Storyline - The ad opens by stating that the app is 'Trusted by 2+ million travelers to find the best flight prices', establishing credibility and popularity. This is intended to immediately reassure the viewer that the app is a reliable source for finding affordable flights from the brand's perspective. - Next, the ad presents the call to action to 'Download for up to 90% off flights', emphasizing the potential savings users can achieve with the app. This is from the brand's perspective, highlighting a major benefit of using the product. - The ad shows a mockup of a phone displaying a notification for a '*mistake fare* Paris - $230+ Roundtrip from JFK. We expect this deal to last less than 12 hours.' This showcases the app's capability to find and alert users to time-sensitive, exceptionally low-priced flight deals. The viewer is experiencing this information as if they were looking at their own phone screen after receiving the notification.

# Ad summary This image ad for Going promotes the benefits of using their service to save money on flights, enabling more family trips. The ad leverages social proof by highlighting media coverage. # Brand positioning Going is presented as a service that empowers families to travel more by providing access to affordable flight deals. The brand's tone is optimistic and family-oriented, emphasizing the emotional value of shared experiences over purely functional aspects like price comparison. By focusing on real-world experiences, the brand attempts to differentiate itself from competitors that might focus primarily on pricing or travel logistics. The brand positioning leans heavily emotional, targeting the desire for family connection and memorable travel experiences. # Product Going is presented as a service that helps users save money on flights, specifically highlighted in the context of enabling more family trips. The focus is on the outcome of using the service—enhanced travel opportunities for families—rather than specific details about how the service operates. The ad aims to lower the barrier to travel by highlighting the potential for savings, thus positioning Going as a means to achieve valued family experiences. The core message is that Going makes travel more accessible and frequent, directly addressing potential customer concerns about the cost of family vacations. # Visual style The ad employs a warm, candid visual style, resembling a photo taken in real-life conditions. The depth of field is shallow, blurring the background to keep the focus on the family. The lighting appears natural, without harsh shadows or artificial enhancements. The overall style mimics the organic feel of content found on social media feeds, aiming to blend in seamlessly. # Hooks Headline: Save on flights # Funnel stage Middle of funnel (Consideration) # Pain points The ad subtly addresses the pain point of family travel being prohibitively expensive, with the quote "Save on flights" suggesting that high costs are a barrier to more frequent family trips. # Value propositions - Save on flights, enables more family trips. # Benefits - Say yes to more family trips # Call to action None used. # Social proof - The ad includes "As seen on: TODAY, GOOD MORNING AMERICA, LIVE WITH KELLY AND RYAN", presenting the service as credible because it has been featured in mainstream media. # Point of view - Brand: Top caption promoting the service's core offering: 'Save on flights,' which introduces the service from the brand's perspective. # Storyline - The ad opens with the brand logo and tagline, "Save on flights," immediately setting the stage for the service's primary benefit. The brand is establishing a direct link between its service and potential cost savings for the user. - It continues by adding, "Say yes to more family trips," reinforcing the emotional payoff tied to the savings. Here, the narrative shifts to the customer's perspective, illustrating how the service enhances their lifestyle by enabling more family travel. - The ad then reinforces credibility by stating, "As seen on," followed by logos of media outlets like TODAY, Good Morning America, and Live with Kelly and Ryan. From an external source, this is intended to build trust by highlighting the brand's recognition and endorsement from reputable sources.

# Ad summary This image ad for Going.com features a woman carrying a baby in a snowy, mountainous landscape. The ad promotes savings on flights for family trips and highlights Going.com's media mentions. # Brand positioning Going.com is presented as a travel service that specializes in finding affordable flights, particularly for families. The brand aims to position itself as a resource that enables more family travel by providing cost savings. It leverages endorsements from well-known media outlets to build credibility and trust. The brand's positioning is functional, emphasizing the practical benefit of saving money on travel, while also tapping into the emotional desire for family experiences and travel opportunities. # Product Going.com is a service that finds and provides deals on flights. The service is for people who want to save money on air travel, particularly families who may find travel costs prohibitive. The service helps customers say “yes to more family trips” by making travel more affordable. The ad highlights the service's media mentions on "TODAY", "GOOD MORNING AMERICA", and "LIVE WITH KELLY AND RYAN", emphasizing its credibility and public recognition. The ad addresses the purchase barrier of high flight costs by positioning Going.com as a solution to this problem. # Visual style The ad has a clean and straightforward visual style with a focus on clear messaging and a lifestyle-oriented image. The production quality appears to be high, with professional-looking typography and logos. The image treatment is natural, with no obvious filters or heavy editing. The layout is simple and balanced, with the logo and text at the top and the lifestyle image taking up the majority of the space. The ad mimics a platform-native style by appearing as a typical in-feed image, designed to be easily scannable and eye-catching. # Hooks Headline: Save on flights # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that the high cost of flights prevents families from taking trips. The phrase "Say yes to more family trips" suggests families are often saying no due to financial constraints. # Value propositions - The offer of saving on flights directly enables more family trips, linking cost savings to the emotional value of shared experiences. # Benefits - Say yes to more family trips # Features - Save on flights # Call to action None used. # Social proof - The logos of "TODAY", "GOOD MORNING AMERICA", and "LIVE WITH KELLY AND RYAN" serve as social proof, indicating that Going.com has been featured on reputable media outlets, thereby enhancing its credibility. # Point of view - Brand: The brand shares a headline of 'Save on flights' and 'Say yes to more family trips' which it hopes will increase interest in the service. # Storyline - The ad opens with the Going.com logo and tagline "Save on flights," immediately conveying the brand's primary benefit. This message is delivered from the brand's perspective, setting the stage for its value proposition. - The ad continues with the phrase "Say yes to more family trips," which expands on the initial benefit, highlighting the specific use case of family travel. This encourages the audience to imagine the positive outcome of using the service, from the brand's perspective. - The ad adds credibility by including an "As seen on:" section with logos from prominent media outlets such as "TODAY", "GOOD MORNING AMERICA", and "LIVE WITH KELLY AND RYAN". This positions Going.com as a reputable and recognized service, delivered from the perspective of external sources. - Finally, the ad shows an image of a woman carrying a baby in a snowy mountain setting. This visually reinforces the theme of family travel and adventure, from the customer's perspective of enjoying family activities.

# Ad summary This ad promotes cheap flights to London via British Airways. An individual sits on a couch looking at a phone and reads out the ticket prices she found for a family of four, while text overlays of the same information appear on screen. # Brand positioning This ad positions British Airways as an airline that offers affordable flights to international destinations. The brand is presented as accessible, with a focus on the practical benefit of saving money on airfare, particularly for family travel. This positioning implies a deviation from the perception that international flights are prohibitively expensive, suggesting that British Airways offers value and affordability without sacrificing quality or convenience. # Product The product being advertised is British Airways flights from Phoenix to London. The ad specifically highlights that these tickets are available for $518 per ticket, roundtrip, and nonstop. This information is presented to appeal to people looking for affordable international travel options. The ad targets the purchase barrier of high costs of air travel by showcasing the savings possible for a family of four ($1,460 saved on tickets). This is presented as a cost-effective option for families looking to travel to London. # Visual style The ad has a UGC feel with minimal editing. The production quality is basic, shot in a home setting with natural lighting. The editing is static, with no transitions or camera movement. The pacing is slow, with static shots, emphasizing the text overlays. # Hooks Spoken: 00:02–00:05: We're going to London from Phoenix for $518 a ticket, round trip, nonstop, British Airways. Text overlay: 00:02–00:05: We're going to / 00:02–00:05: London from Phoenix for $518/ticket. / 00:02–00:05: Roundtrip, nonstop, British Airways. Visual: 00:02–00:05: The shot shows a person sitting on a gray couch, looking at their phone in a dimly lit living room. In the background, there's a framed picture on the wall and a plant on a side table. The person is wearing a black t-shirt. The camera is stationary, and the lighting is subdued, focusing on the phone screen. There is a white rectangle text overlay on screen. # Funnel stage Top of funnel (Awareness) # Pain points The high cost of air travel, especially for families, prevents people from traveling internationally. # Value propositions - Round trip, non-stop flights to London from Phoenix for just $518 a ticket - Save $1,460 on tickets for a family of four # Benefits - Savings on flights - Affordable travel - Cost-effective for families # Features - $518 a ticket - Round trip - Nonstop - British Airways # Call to action None used. # Point of view - Customer 100% – The entire ad is delivered from a casual first-person perspective, sharing information on savings. # Storyline - 00:00–00:02 An individual is looking at their phone while sitting on a couch. - 00:02–00:06 00:02–00:06: A text overlay appears that indicates a flight to London from Phoenix will cost $518 per ticket. The tone is informational and presented from a user's perspective showing how much they saved on their flight tickets. - 00:06–00:09 00:06–00:09: The message is being conveyed to demonstrate the savings and value for traveling with a family of four.

# Ad summary This ad showcases the savings a user was able to find when using Going. # Brand positioning Going is presented as a travel platform that helps users find affordable flights, contrasting with the often high costs associated with air travel. The ad emphasizes substantial savings on flights and promotes the idea that travel can be more accessible. The brand's tone is practical and straightforward, focusing on functional benefits like cost savings and convenience rather than emotional or aspirational messaging. By explicitly stating the savings and destinations, Going positions itself as a reliable tool for budget-conscious travelers looking for the best deals. # Product The product featured in the ad is Going, a service designed to find cheap flights for its users. The ad explicitly shows an example of a user saving $1,900 on tickets for a family of four to Puerto Rico from Kansas City, emphasizing the tangible savings one can achieve with the service. The flight details—roundtrip, one stop, and Southwest Airlines—provide credibility and specificity. The ad targets people planning family vacations or trips and aims to remove the financial barrier to travel by showcasing significant savings. # Visual style The ad has a casual, user-generated content (UGC) feel, with a simple static shot. The production quality appears minimal, lending an authentic tone. The pacing is slow, with a single shot throughout the ad. # Hooks Spoken: 00:00–00:08: We're going to Puerto Rico from Kansas City for $175 a ticket, roundtrip, one stop, Southwest Airlines. Saved $1,900 on tickets for a family of four. Text overlay: 00:02–00:08: We're going to / 00:02–00:08: Puerto Rico from Kansas City for $175/ticket. / 00:02–00:08: Roundtrip, 1 stop, Southwest Airlines. / 00:05–00:08: Saved $1,900 on tickets / 00:05–00:08: for a family of four. Visual: 00:00–00:08: The shot shows a woman with long, dark hair sitting on a beige couch in a living room. She is wearing a long-sleeve black shirt and black pants. She looks down thoughtfully. There is a painting on the wall behind her. Natural light comes in from a window to the right of the frame. The camera is stationary. # Funnel stage Middle of funnel (Consideration): The ad educates potential users by showing the value proposition of significant savings on flights, persuading them with logic and validation through the example of saving money for a family trip. # Pain points The central pain point is the high cost of airline tickets, which can deter families from traveling. The ad addresses this by showing substantial savings achieved through Going, suggesting that affordable travel is possible. # Value propositions - The ad's value proposition is the significant cost savings. By showcasing how much money one family was able to save using Going, the ad presents its service as an efficient and affordable option for travel planning. # Benefits - Saved $1,900 on tickets for a family of four. - $175 a ticket # Features - Roundtrip - One stop - Southwest Airlines # Call to action None used. # Social proof - We're going to Puerto Rico from Kansas City for $175 a ticket, roundtrip, one stop, Southwest Airlines. Saved $1,900 on tickets for a family of four. – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer sharing her experience. # Storyline - 00:00–00:09 The ad begins with a woman sitting on a couch, appearing thoughtful.

# Ad summary A woman scrolls through her phone and shows how she was able to save $1440 on airline tickets for her family of four. # Brand positioning The brand is positioned as a smart travel companion that helps users find and book affordable flights. The brand aims to occupy a space in the consumer's mind as a money-saving tool that allows families to travel without breaking the bank. The tone is practical and focuses on functional benefits, like saving money and finding the best deals. # Product The product is a travel booking platform that helps users find and book affordable flights. The platform helps users save money on airline tickets. In the ad, the user is shown saving $1440 on tickets for a family of four, flying from Washington to Costa Rica for $240 per ticket. The roundtrip flight includes one stop and is booked on American Airlines. # Visual style The ad has a UGC feel, with natural lighting and a static camera. The editing is simple, with no transitions or quick cuts. The production quality is low-end, giving the ad an authentic feel. # Hooks Text overlay: 00:00–00:03 / We're going to / Costa Rica from Washington for $240/ticket. Visual: 00:00–00:01: A woman with long dark hair, wearing a black long-sleeved shirt and black sweatpants, sits on a beige couch in a living room. She is looking down and scrolling through her phone. The background includes a framed abstract print on the wall and a window with blinds. / 00:01–00:03: Close up on the woman looking at her phone, but now there is also a text overlay on the screen that includes a white box with black text. The text reads, "We're going to Costa Rica from Washington for $240/ticket." # Funnel stage Middle of funnel (Consideration) # Pain points The ad is addressing the pain point of expensive travel, particularly for families. # Value propositions - Affordable travel for families # Benefits - Saved $1,440 on tickets for a family of four. # Features - $240/ticket - Roundtrip - 1 stop - American Airlines # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing their experience with the product. # Storyline - 00:00–00:01 The woman is looking at her phone. - 00:01–00:09 00:01–00:09: The woman looks at the airline ticket information on her phone. The implied intention is to show she's successfully booked a flight and saved money. This is being shown from the customer's perspective. This moment is practical and functional.

# Ad summary The ad promotes the Going app as a solution for travelers who are tired of being told that they are getting a deal when they are not. The ad claims that traditional travel companies benefit from higher spending and are therefore not incentivized to find the best deals. Going uses a subscription model that the ad claims is focused on saving the user money on travel. # Brand positioning Going is presented as a travel company that operates with its user's best interests in mind. The ad claims that the brand was started to fix the problem of other travel companies not incentivizing to find the best deals for their customers. Going is positioned as a service that puts the traveler first and focuses on providing the best deals to save them as much money as possible. # Product The Going app is a subscription-based service that provides travelers with the best deals to save as much money as possible. Unlike other travel companies that the ad claims earn their commission from the deals found on their websites, Going operates using a subscription model, which the ad implies, means they work for their customers. # Visual style The ad has a clean and simple aesthetic, with a focus on the speaker. The lighting is soft and natural, and the colors are muted. The editing style is simple and straightforward. The overall effect is one of authenticity and trustworthiness. # Hooks Spoken: 00:00–00:02 If you like to save money on travel, let me ask you something. Text overlay: 00:00–00:01 IF YOU LIKE TO SAVE (text overlay) / 00:01–00:02 MONEY ON TRAVEL, (text overlay) / 00:02–00:03 LET ME ASK YOU SOMETHING. (text overlay) Visual: 00:00–00:02 A man with fair skin, short brown hair, and a short beard is centered in the frame. He wears a gray t-shirt and a gold chain. The background is a plain white wall with a green leafy plant in the corner. The camera is stationary and focused on the man's face. # Funnel stage Consideration # Pain points Traditional travel companies earn their commission from the deals that you're finding on their websites, and that's why their service is free. The more money you spend, the more commission they make, so they're not really motivated to find the best deals if it impacts their commission. # Value propositions - Companies like Going were started to fix this exact problem. They operate using a subscription model, which means they work for you. # Benefits - Save as much money as possible # Features - Subscription model # Call to action Download the Going app # Social proof - None used. # Point of view - Brand 100% – The entire ad is told from the perspective of a brand representative speaking directly to the viewer. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a man directly addressing the viewer, asking if they like to save money on travel. - 00:02–00:06 00:02–00:06 He then asks if the companies the viewer is using are actually finding the best deals for them. This is to prompt consideration about the traditional models being used. - 00:06–00:14 00:06–00:14 The man explains that most travel companies earn their commission from the deals found on their websites, which is why their service is free. He then prompts the viewer to think about the fact that the more money you spend, the more commission they make. - 00:14–00:20 00:14–00:20 The man states that traditional travel companies are not really motivated to find the best deals if it impacts their commission. This is to plant seeds of doubt about what the customer may think is normal. - 00:21–00:26 00:21–00:26 The man claims that if you want actual low-cost flights, then you need a company whose business model isn't designed around this. This is a transition to promoting the product. - 00:27–00:31 00:27–00:31 He introduces Going as a company that was started to fix this exact problem. - 00:31–00:34 00:31–00:34 The man explains that Going operates using a subscription model, which means they work for the user. - 00:35–00:41 00:35–00:41 He says that Going’s sole focus is giving the traveler the best deals to save as much money as possible. - 00:41–00:53 00:41–00:53 The man says that if you're cool with being told something is a deal when there are better deals out there, then keep using them. However, if you're ready for real cost savings from a company that isn't incentivized on you booking a flight, then download the Going app. This is a final selling point and call to action.

# Ad summary The ad demonstrates how Hopper can save a family money on flights to London. # Brand positioning Hopper is presented as a travel booking app, focusing on saving users money on flights and hotels. The brand is positioned as a smart choice for savvy travelers looking for the best deals. The tone is casual and approachable, promoting the ease of finding significant savings, particularly for families. The brand aims to occupy the space of a budget-friendly travel planner. # Product Hopper is presented as an app designed to help users find affordable flights and hotels. It is explicitly mentioned that Hopper helped save a family of four $1,460 on tickets to London. The app is designed for anyone who wants to find affordable travel, particularly families. The key benefit is the ability to save significant money on travel expenses. # Visual style The ad uses a simple, natural visual style, typical of UGC. The production quality is casual, with a stationary camera and natural lighting, creating an authentic feel. The pacing is slow, emphasizing the message and deal being presented. # Hooks Text overlay: 00:01–00:09 / We're going to / London from Phoenix for $518/ticket. / Roundtrip, nonstop, British Airways. Visual: 00:00–00:09: A woman with long, dark hair, wearing a black long-sleeve shirt and black sweatpants, sits on a beige couch in front of a painting. She is looking at her phone. The camera is stationary. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that travel, especially for families, can be expensive. The high cost of flights can be a barrier to travel. "Saved $1,460 on tickets for a family of four." # Value propositions - Save $1,460 on tickets for a family of four # Benefits - Save money on travel - Find great deals for families # Features - Finds affordable flights - Finds affordable hotels # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad features content from a customer who has found a great deal on Hopper. # Storyline - 00:00–00:01 The ad starts with a woman looking at her phone, setting the scene for discovering a travel deal. - 00:01–00:09 00:01–00:09: Text overlays show the deal she found: "We’re going to London from Phoenix for $518/ticket. Roundtrip, nonstop, British Airways. Saved $1,460 on tickets for a family of four." This highlights the app’s ability to find affordable flights.

# Ad summary This ad promotes cheap flight tickets. The ad shows an individual at home sitting on their couch as they look for flight deals. The ad shows them using the airline ticket deal search engine and finding a roundtrip flight from Washington to Costa Rica for $240. The text on-screen shows how much she saved on tickets for her family. # Brand positioning This ad promotes a brand that makes finding affordable airline tickets easier. The ad showcases how to find amazing flight deals. The brand's positioning is highly functional. The brand pushes against the norm of airline tickets being expensive. # Product The advertised product is an airline ticket deal search engine. The deal engine is able to find roundtrip flights from Washington to Costa Rica for $240. In the ad, the product saves the customer $1,440 on tickets for a family of four. # Visual style The ad has a UGC feel, with the woman in the shot seeming very casual. The lighting is dim and the background is simple. The ad is edited with static shots with text overlays. # Hooks Text overlay: 00:01–00:09: We're going to Costa Rica from Washington for $240/ticket. / 00:01–00:09: Roundtrip, 1 stop, American Airlines. Visual: 00:00–00:01: A woman sits on a gray couch looking at her phone in a dimly lit living room. The background includes a picture frame and plants. # Funnel stage Top of funnel (Awareness) # Pain points The pain point that the product is solving is the frustration of airline tickets being too expensive. "We're going to Costa Rica from Washington for $240/ticket." # Value propositions - Affordable flight tickets to Costa Rica. - Save money by finding great flight deals. # Benefits - We're going to Costa Rica from Washington for $240/ticket. - Saved $1,440 on tickets for a family of four. # Features - Roundtrip flight - 1 stop - American Airlines # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire ad is presented from the customer's point of view. The customer is the one presenting the travel hack. # Storyline - 00:00–00:01 The ad starts with an individual sitting on their couch looking at their phone. - 00:01–00:05 Text appears stating, "We're going to Costa Rica from Washington for $240/ticket. Roundtrip, 1 stop, American Airlines." - 00:05–00:09 More text appears stating, "Saved $1,440 on tickets for a family of four."

# Ad summary This ad from Going promotes their service by highlighting a specific flight deal to Japan for $630, creating a sense of exclusivity and affordability. # Brand positioning Going is presented as a service that shares exclusive and affordable flight deals, positioning itself as an insider source for travel opportunities. The brand aligns with a lifestyle of travel and adventure, promoting the value of discovering new destinations without breaking the bank. Going pushes against the norm of expensive travel options, emphasizing simplicity and accessibility, making travel feel less like a luxury and more like a readily available experience. # Product Going is a service that finds and shares flight deals. The ad highlights a specific deal: a roundtrip flight to Japan for $630, appealing to budget-conscious travelers. The service addresses the purchase barrier of high travel costs by showcasing a significantly reduced fare. This deal is presented as an exclusive opportunity, suggesting that Going provides access to travel options that are not readily available elsewhere. The deal is for a trip to Japan, which is a desired travel destination. # Visual style The ad has a clean and simple visual style with a focus on clear communication. The production quality is polished, using a high-resolution photo of a scenic landscape. The visual motifs include a nature scene below a monochromatic background with a contrasting logo, text, and badge. The image treatment is minimal, with natural lighting and color grading. The typography integration is clean and legible. The style appears native, with a focus on clear value proposition. # Hooks Headline: Some flight deals feel like secrets. We just share them. # Funnel stage Top of funnel (Awareness) # Pain points The pain point is the high cost associated with traveling, which prevents many people from experiencing new destinations. The ad alleviates this pain point by showcasing an affordable flight deal to Japan, signaling that travel can be accessible and budget-friendly. "Japan roundtrip for $630" explicitly shows an appealing price. # Value propositions - Japan roundtrip for $630: Affordable travel # Benefits - Affordable travel - Exclusive deals # Features - Roundtrip flights to Japan # Call to action None used. # Social proof - The text "As seen on: TODAY, GOOD MORNING AMERICA, LIVE WITH KELLY AND RYAN" shows the brand has been featured on well-known news programs, building trust and credibility. # Point of view - Brand: Top of the image with the Going logo and "Some flight deals feel like secrets. We just share them" showing the brand's service and message. - External source: The "As seen on" badge with logos from news programs (TODAY, GOOD MORNING AMERICA, LIVE WITH KELLY AND RYAN) provides credibility to the brand. # Storyline - The ad starts by featuring the Going logo and mentions its appearances on well-known news programs, such as The Today Show, Good Morning America, and Live with Kelly and Ryan, signaling brand credibility and visibility in mainstream media, establishing the brand as trustworthy from an external source. - The ad highlights the nature of their flight deals, describing them as "secrets" that they share, indicating that the customer is getting access to exclusive, under-the-radar travel opportunities from the brand's POV. - The ad presents a specific, attractive flight deal to Japan, making the deal concrete and tangible, which is being presented from the brand's POV.

# Ad summary A woman sitting on her couch shares how she was able to save money on flights. She uses the Hopper app to track flight prices and save on travel costs. # Brand positioning The ad presents Hopper as a simple and effective solution for saving money on flights and accommodations. The brand aims to occupy the space of a travel planning assistant that provides data-driven insights to help users find the best deals. Hopper promotes functional benefits such as price tracking and savings. The brand is positioning itself as a resource for savvy travelers who want to optimize their travel budget. # Product Hopper is presented as a mobile app designed to help users save money on flights and accommodations. The ad highlights Hopper's ability to track flight prices and notify users when prices drop. The product is for anyone looking to book flights or accommodations at the best possible price, particularly families or groups, as demonstrated by the statement about saving on tickets for a family of four. The key selling point is the app's ability to find and secure savings on travel costs, making travel more affordable and accessible. The app addresses the purchase barrier of high travel costs by providing tools to track and predict price changes. # Visual style The ad has a casual, UGC-style aesthetic. The editing is straightforward with static shots and smooth transitions. The production quality is simple, suggesting a user-generated video. The pacing is consistent throughout the ad. # Hooks Spoken: 00:14–00:17 And I wanted to share that I found an incredible flight deal using Hopper. Visual: 00:14–00:17 The camera focuses on the woman on the couch, who is now looking at the camera and speaking. She is sitting in the same position as before, with the same background. # Funnel stage Consideration # Pain points The ad implies that high travel costs are a pain point for people. The line “Saved $1,460 on tickets for a family of four” highlights that the app addresses the high costs of travel. # Value propositions - Download Hopper to start saving. # Benefits - Save money on flights - Found an incredible flight deal # Features - Mobile app - Tracks flight prices - Hotel prices are down! # Call to action Download Hopper to start saving. # Social proof - "And I wanted to share that I found an incredible flight deal using Hopper." – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the point of view of a customer sharing her experience with Hopper. # Storyline - 00:00–00:09 00:00–00:09 The ad opens with a woman sitting on a couch with a neutral expression. The screen displays text stating, "We're going to London from Phoenix for $518/ticket. Roundtrip, nonstop, British Airways." followed by "Saved $1,460 on tickets for a family of four." The woman is thinking. This section sets the premise and presents the potential cost savings using the app, framing the audience's experience with a realistic use-case scenario from the customer's perspective. - 00:09–00:11 00:09–00:11 A hand is shown using the Hopper app, where it is mentioned "Hotel prices are down!" The hand then presses the "Book now" button and the screen is captured. The transition shows the Hopper app in use, illustrating a practical benefit. The perspective is from the app user, with a functional tone that motivates action. - 00:11–00:14 00:11–00:14 The screen shows the flight and hotel confirmation page on the Hopper app. The confirmation page displays the dates, room type, and address. The transition continues to present the Hopper app in use, this time showing a practical benefit for accommodations. The perspective is from the app user, with a functional tone that motivates action. - 00:14–00:17 00:14–00:17 The camera focuses on the woman on the couch as she confirms how she used Hopper to save money on a flight. This provides a visual and testimonial that builds trust with viewers. The perspective is from the customer. - 00:17–00:19 00:17–00:19 A hand scrolls through the Hopper app again as the woman continues speaking. The screen shows the various prices for flights. This is an additional demonstration of the Hopper app in use from the customer's perspective and reinforces the app's value. - 00:19–00:23 00:19–00:23 The woman on the couch concludes that viewers should download Hopper to save money. The moment is a call to action.

# Ad summary This ad promotes savings on flights to encourage more family trips. It features an image of a family enjoying time together at the beach and also includes logos from "TODAY", "Good Morning America", and "LIVE with Kelly and Ryan" to add credibility. # Brand positioning The brand promotes itself as a facilitator of family travel experiences. It positions itself as a means to save on flights, thereby enabling more family trips. By associating with well-known media outlets like TODAY, Good Morning America, and LIVE with Kelly and Ryan, the brand aims to enhance its credibility and trustworthiness, suggesting it is a reliable and recognized service. The brand targets families looking to create memorable experiences through travel. # Product The advertised product appears to be a flight-booking service focused on affordability. The ad highlights savings on flights, with the overarching message encouraging families to take more trips together. The primary selling point is the ability to make family travel more accessible by reducing flight costs. The service aims to eliminate the financial barrier that often prevents families from traveling, making it easier for them to say "yes" to more vacation opportunities. # Visual style The ad uses a clean and inviting visual style, combining lifestyle photography with clear, legible text and recognizable media logos. The production quality appears professional, with a focus on natural lighting and authentic representation. The image treatment leans towards soft, slightly desaturated colors to create a calm and approachable feel. The typography is straightforward and easy to read, ensuring the message is quickly scannable. The overall aesthetic aims for a balance between aspirational travel imagery and trustworthy brand validation. # Hooks Headline: Save on flights # Funnel stage Top of funnel (Awareness) # Pain points The most central frustration the product solves is the high cost of flights that prevent families from taking more trips together. The ad language directly addresses this, encouraging viewers to "Save on flights" so they can "Say yes to more family trips." # Value propositions - Saving on flights lets you say yes to more family trips. # Benefits - More family trips # Features - Savings on flights # Call to action None used. # Social proof - As seen on: TODAY, Good Morning America, LIVE with Kelly and Ryan # Point of view - Brand: Top captions - External source: Media logos in the center of the image. - Customer: The family shown at the bottom of the image. # Storyline - The ad opens with a call to "Save on flights," instantly communicating the core value proposition to viewers, from the brand's perspective. The brand wants to hook users looking for an affordable way to travel. - The message then shifts to "Say yes to more family trips," framing the savings as a means to enable more memorable family experiences. It is from the brand's perspective and serves to enhance the product's desirability. - The phrase "As seen on:" precedes the logos of three popular media outlets (TODAY, Good Morning America, and LIVE with Kelly and Ryan). This serves as social proof, lending credibility to the brand by implying endorsement or recognition from trusted news sources, from an external source. - Finally, a visual element shows a real family wading in the ocean at a beach. The image of the family represents the happiness the user could achieve through the brand's offering, from the customer's perspective.

# Ad summary The ad features a woman sitting on a couch at night while sharing information about a flight deal to Hawaii. # Brand positioning The ad presents the brand as a platform or service that helps people find great deals on flights, especially for family travel. It positions itself as a resource for saving money on travel expenses, making dream vacations more accessible. # Product The product advertised is a flight deal finder, which helps users save money on tickets. The ad features a deal for roundtrip tickets from Chicago to Hawaii on Hawaiian Airlines for $398 per ticket. It emphasizes that a family of four can save $1,000 on tickets, suggesting that the product is especially useful for families looking to travel. # Visual style The ad has a UGC feel, with simple static shots and minimal editing. The lighting is dim and natural, contributing to a casual, personal tone. The pacing is slow and deliberate, with the text overlays being the primary visual element. # Hooks Text overlay: 00:00–00:03 We're going to / 00:00–00:03 Hawaii from Chicago for $398/ticket. Visual: 00:00–00:03 A woman with long dark hair, wearing a black t-shirt, is sitting on a light gray couch in a dimly lit room. She is looking down, presumably at a phone or tablet that is casting light on her face. The background includes a partially visible painting and a window with closed blinds. The camera is stationary and faces her directly in a medium shot. # Funnel stage Top of funnel (Awareness) # Pain points The cost of travel, particularly for families, can be very high. The ad shows that consumers struggle to find affordable flights, especially for popular destinations like Hawaii. # Value propositions - Affordable flights from Chicago to Hawaii for only $398. - Save $1,000 on tickets for a family of four. # Benefits - Save money on flights - Family can save $1,000 on tickets # Features - Flight deals - Roundtrip tickets - One-stop flights - Hawaiian Airlines flights # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire ad is from the perspective of a customer sharing a deal they found. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a woman sitting on a couch in a dimly lit room, looking at a screen. This sets a casual, relatable scene, suggesting she is sharing something personally discovered. - 00:02–00:09 00:02–00:09 Text overlays appear on screen detailing the flight deal: “We’re going to Hawaii from Chicago for $398/ticket. Roundtrip, 1 stop, Hawaiian Airlines.” This presents factual information about the deal and the savings available.

# Ad summary A woman shares that she booked a roundtrip flight from Phoenix to London on British Airways for $518. She states that she saved $1,460 on tickets for a family of four. # Brand positioning The ad presents the brand as a service that helps users find great deals on flights. By highlighting the amount of money saved on roundtrip tickets, the brand positions itself as a valuable tool for savvy travelers looking to maximize their travel budget. The ad's tone is casual and relatable, focusing on the functional benefits of saving money. # Product The product advertised is a flight booking service that helps users find the best deals on flights, specifically roundtrip tickets. The service helps users save money on flights. In the ad, the user saved $1,460 on tickets for a family of four. # Visual style The ad is filmed in a raw and authentic style. The editing is minimal, with static shots and no transitions. The production quality has a UGC feel, suggesting that the ad was filmed by an everyday user on their phone. This supports the intended tone of the ad, which is casual and relatable. # Hooks Spoken: Female 1: We're going to London from Phoenix for $518 a ticket. Roundtrip, nonstop, British Airways. Text overlay: 00:02–00:05 / 00:02–00:05 We're going to / 00:02–00:05 London from Phoenix for $518/ticket. / 00:02–00:05 Roundtrip, nonstop, British Airways. Visual: 00:02–00:05: The camera is stationary at eye level. A woman sits on a gray couch in a dimly lit living room. She is wearing a black t-shirt. She touches her face and looks at the computer screen. # Funnel stage Top of funnel (Awareness) # Pain points The ad solves the pain point of wanting to travel but being concerned about the high cost of airfare. This is implied because the ad shows someone finding very affordable flights. # Value propositions - Get roundtrip, nonstop flights to London from Phoenix on British Airways for $518 a ticket - Save $1,460 on tickets for a family of four # Benefits - Save money on flights # Features - Roundtrip flights - Nonstop flights - British Airways flights # Call to action None used. # Social proof - "Saved $1,460 on tickets for a family of four." – Female 1 (Customer) # Point of view - Customer 100% – The ad is presented from the point of view of a customer sitting on the couch at home. # Storyline - 00:00–00:02 A woman sits on a couch looking at a computer. - 00:02–00:05 The woman narrates that she is going to London from Phoenix for $518 per ticket, roundtrip, nonstop, on British Airways. This is conveyed from the brand's perspective in order to share the features and pricing. - 00:05–00:09 The woman narrates that she saved $1,460 on tickets for a family of four. This is conveyed from the brand's perspective in order to share the savings benefit.