Creating the perfect ad is a bit like packing for a trip — you want to include everything, but overpacking just makes it harder to move. For years, Sunweb Group — one of Europe’s biggest online travel agencies — relied on creative instincts to guide their video ads. And while those instincts weren’t bad, they were still just… guesses.

That changed when they met junbi.

In our latest case study, From Intuition to Insight, Sunweb pulls back the curtain on their creative process — and how they made the leap from subjective opinions to smart, AI-backed decision-making. If you’re in advertising, this might just be the upgrade you didn’t know your creative team needed.

The Chaos of Creative Opinions

Before junbi, Sunweb’s ad process was a whirlwind of feedback. Everyone had ideas. Everyone had tweaks. But there was no solid data to back any of it. Focus groups were expensive. Brand studies were slow. And when deadlines loomed, it became a guessing game of which version felt right.

Sound familiar?

The Aha Moment: AI Doesn’t Kill Creativity — It Refines It

At first, the Sunweb team was skeptical. Could an AI platform really help make their ads better? Would it just spit out generic advice?

Spoiler: it didn’t.

junbi’s insights were fast, precise, and surprisingly aligned with the team’s creative hunches. But now, instead of debates over edits, they had data — clarity on what worked, what didn’t, and where attention was dropping off. Suddenly, editing became purposeful. Alignment across teams became easier. And creative ideas weren’t just gut feelings — they were informed strategies.

One early insight from junbi? Ads with too many rapid visuals, which Sunweb though would excite the viewers, were in reality overwhelming them. Simplifying visuals actually improved engagement. A small tweak. A big win.

The Payoff: +57% More Effective Ads

Yep, you read that right.

Since bringing junbi into their workflow, Sunweb has seen a 57% boost in ad effectiveness, a 46% increase in brand attribution, and an 11% rise in recall. And that’s across both traditional and connected TV. They even broke down how tweaking tiny details like border thickness and background contrast drove major attention shifts. (Want to see how they did it? You’ll have to check the case study.)

A Creative Process That Keeps Evolving

What makes this story worth reading isn’t just the results — it’s how Sunweb embraced experimentation. With data-driven testing built into their process, they’ve found new freedom in creativity. They can test, tweak, and optimize ads before they go live. No more waiting on campaign results to learn what could’ve been better.

Curious how they did it?

From overhauling their YouTube end slates to influencing junbi’s product roadmap, Sunweb’s journey is a must-read for any brand looking to build smarter, faster, and more effective campaigns.

Read the full case study here and see what data-driven creativity really looks like.