Skyscanner presents: Troll Boards
Category
Campaign Design
Company
Skyscanner
Client
Client – Skyscanner
Crafted by – Skyscanner Brand Design
Summary
Skyscanner Brand Design Team has the goal to raise brand awareness in the competitive U.S. market. Leveraging cultural moments of the NBA playoffs without being an official NBA partnership or a large media budget.
Our concept was inspired by the viral phrase "One, two, three... Cancun," which signals a team’s elimination from the playoffs, Skyscanner used this iconic joke to creatively connect basketball fans to the idea of travel through bold typography.
The campaign began with a bold, 100ft billboard outside the Crypto.com Arena during the Dallas Mavericks vs. Los Angeles Clippers series. The billboard read, "Dallas to Cancun. For great flights to Cancun, visit Skyscanner," tapping into the meme and offering a playful nod to the team’s impending elimination. The billboard quickly gained attention from major outlets like ESPN and Sports Illustrated, while fans on social media created their own versions.
Skyscanner expanded the campaign to Canadian cities, inviting fans to support local NBA stars, and later placed a “Welcome to Cancun, Dallas” billboard at Cancun Airport.
The stunt earned over 1 billion media impressions, a 250% increase in social media conversation, and an 8% lift in U.S. website sessions, all with minimal spend. The campaign’s success showcased the power of timely, context-driven marketing to create buzz and elevate a brand in a saturated market.