MANILA, PHILIPPINES — Those who have experienced a thesis defense know how stressful it can be. It’s like being grilled by a panel of professors who seem to have a personal vendetta against your peace of mind. You might be well-prepared, but when the questions start flying, even the calmest among us can feel like they’re in a bad reality show. Who knew that after graduation, we’d encounter something just as nerve-wracking? Planning a group trip can feel like defending your thesis all over again, only this time the stakes involve answering whether the hotel has a decent Wi-Fi connection or if it’s close enough to Disneyland. Travel Klook and creative agency GIGIL brilliantly captured this chaotic and comical experience in their latest campaign, turning the planning nightmare into a hilarious reality.
The campaign film, Hotel, opens with four young friends planning a trip. As one of them presents the plans, the other three suddenly turn into veteran Philippine journalists Gus Abelgas, Korina Sanchez, and Pinky Webb. Known for their serious and intense interviewing styles, the journalists grill the presenter with detailed questions about the trip, transforming the casual planning session into a nerve-wracking thesis defense. They inquire about destinations, accommodations, budgets, discounts, and promos, all while bantering and using iconic lines from their respective broadcasts. The film concludes with a clever twist: if planning a trip feels like defending a thesis, Klook is the solution, offering over 2 million hotels and bundled experiences all in one app.
Jake Yrastorza, Managing Partner at GIGIL Group, shared how the idea came to life. “Our brainstorming sessions involved a lot of insight and reflection on our personal experiences of planning a vacation with our family and friends. This was how we realized that planning a vacation is somewhat similar to defending your thesis, with one person planning and the rest just following — or worse, asking endless questions.”
He further highlighted the enjoyable collaboration with the journalists. “Even though there were some back and forths about the use of some of their iconic lines, we were still given free rein on where we wanted to take things creatively and humor-wise. In the end, they were all game on committing to our script.”
From Klook’s end, the approach was equally collaborative and open-minded. “Klook wanted to break the norms when it came to creating briefs for big campaigns such as our Thesis Campaign. We wanted to redefine the traditional briefing process by fostering a collaborative environment with our agency partner,” Ulla Roqueza, Associate Director for Marketing at Klook Philippines, said. “Rather than prescribing every detail, we encouraged a more open and creative approach to the campaign brief. However, we maintained a clear focus on our primary objective: to establish Klook as the leading platform for hotels and experiences in the Philippines. This balance of creativity and strategic direction allowed us to effectively communicate our brand’s vision while empowering our partners to bring their expertise to the table.”
Ulla also told adobo Magazine, “For this campaign, Klook’s primary message was that booking through our platform provides travelers with access to over 2 million hotels, allowing them to easily find the perfect accommodation. Additionally, we emphasized the convenience of bundling these hotel bookings with a wide range of experiences.”
Casting the right journalists was one of the most pivotal decisions, ensuring that the campaign’s humorous and relatable elements would resonate with viewers. Jake revealed the challenges and eventual success of this process: “Despite the number of esteemed Filipino journalists out there, we had difficulties pinning down which ones we could work with due to scheduling conflicts. In the end, the stars aligned as we were able to get a nod from Korina, Pinky, and Gus — a trio that worked perfectly for the film.”
He added, “Really, we just had fun with it. Case in point: Gus Abelgas asking if their booked hotel is close to Disneyland. The film is script-heavy, making it reliant on comedic timing and delivery. We made sure to pay extra attention to these. Once the camera started rolling, we didn’t have any expectations as to how the journalists would deliver their lines at a set that’s outside the newsroom, so we really just let them do their own thing. It all turned out great as they all nailed their lines smoothly, with just a few retakes here and there.”
The production process was further marked by a free exchange of ideas and a willingness to push boundaries. “Gigil was not afraid to share crazy ideas, which also was welcomed by the Klook team. There was a lot of collaboration in sharing situations, even personal ones, to make the material more realistic and funny,” Ulla explained.
According to her, the campaign’s success can be attributed to strong insight into Filipino travelers’ behavior. She expounded, “Traveling in groups — whether with family or friends — often complicates the planning process, as each individual has unique preferences and needs. Klook effectively addresses this challenge by offering tailored solutions that simplify group travel. By highlighting our ability to cater to diverse requirements while ensuring a seamless booking experience, we resonated with our audience and sparked widespread engagement.”
True enough, Hotel garnered 45.1 million views and over 80,000 engagements on Instagram, Facebook, and TikTok. This led to a 21% increase in visits and a 30% uplift in revenue on Klook’s platform.
Looking ahead, the travel company plans to continue exploring similar themes and formats for future campaigns. “We are heavily growing our hotel offers on Klook and do expect Klook to keep coming up with exciting campaigns like this,” Ulla confirmed.
So, for those who’d rather avoid the stress and scrutiny of a thesis defense, Klook and GIGIL have made it clear: If planning your trip feels like an academic ordeal, Klook is the answer. With over 2 million hotels to choose from and the option to bundle stays with unforgettable experiences, Klook simplifies travel planning and makes it enjoyable. And don’t worry — no journalists were harmed in the making of this campaign!
