Booking.com came to us with a bunch of thoughts about how to better reach their audience. They had price thoughts, flexibility thoughts, they had homes-hotels-treehouse-yurts thoughts. And we had some thoughts about their thoughts. We thought things through together, and put using our experimental design, put that thinking out into the world to get some learnings around all the thoughts we’d thunk.
We learned that what consumers actually thought wasn't what any of us thought. So we used that thinking to make a campaign that actually worked, all based on better, smarter thinking about thoughts.