Abel & Baker launches digital competition for Opodo

Opodo is launching a pan-European digital campaign that challenges consumers with an interactive quiz.

The campaign, created by Abel & Baker, the creative arm of Wheel Group, is based around a game called "around the world race".

A supporting online banner campaign will run on Opodo's portals for the UK, France and Germany, as well as on heavy general traffic websites including T-Online, AOL, Ask Jeeves and Tiscali, to build awareness of the quiz.

The game takes place on an interactive map of the world that has been designed using an old vintage postcard look and feel. Players must guide an aircraft on a journey round the globe by flying through five cities of their choosing. At each city, the player must answer a multiple-choice question for a chance to win a variety of prizes.

As an added incentive to get consumers in each market to support the competition, a leaderboard tally of correct answers will also be on display, allowing visitors to compare the general knowledge level of players from each country.

Stefan Kovach, the Opodo European brand manager, said: "Bringing this entertaining game to our customers across Europe will give them a chance to win great prizes and enable us to interact with them in a new way. At the same time, it will also increase brand awareness and build traffic to our sites."

The campaign was written by Abel & Baker's creative director, Chris Clarke, and art directed by Mira Namet, with media planning and buying handled by MediaCom.

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