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HOLIDAYS WITHOUT INTERNET

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Grand Prix
Title:HOLIDAYS WITHOUT INTERNET
AdvertiserSWITZERLAND TOURISM
ProductTOURISM BOARD
EntrantSPILLMANN/FELSER/LEO BURNETT Zürich, SWITZERLAND
Type of Entry:Technique
Category:BEST USE OF SOCIAL MEDIA
Advertiser/Client:SWITZERLAND TOURISM
Product/Service:TOURISM BOARD
Entrant Company:SPILLMANN/FELSER/LEO BURNETT Zürich, SWITZERLAND
PR/Advertising Agency:SPILLMANN/FELSER/LEO BURNETT Zürich, SWITZERLAND
Creative Credits
Name Company Position
Peter Brönnimann Spillmann/Felser/Leo Burnett Creative Director
Peter Brönnimann Spillmann/Felser/Leo Burnett Copywriter
Dana Wirz Spillmann/Felser/Leo Burnett Art Director
Patrick Mueller smly Social Media Productions Production Company
Martin Spillmann Executive Creative Director
Martin Spillmann Executive Creative Director
Martin Spillmann Executive Creative Director
Describe the campaign/entry:
Switzerland is one of the best holiday desinations of the world, with lovely sights and plenty of thing there to do. But with todays hectic and “availability at all times” lifestyle, one’s recreation suffers even when on vacation.
Describe the brief from the client:
One lucky winner could win the cabin, to spend a week holidays there
Results:
The result: After a few days Facebook stopped the App, which made major headlines. A week later, the campaign was back online. The hits were overwhelming. Up to 16,000 hits daily. About 50,000 new fans on Facebook. Total of 398,500 visits in 5 weeks. And later, the winner of the online campaign won a week's holiday in Switzerland without their Facebook friends. But with their real friends.
Execution:
Connecting via Facebook you could connect with them, then the two analyzed the personal Facebook profile of the user. They commented photos, posts and even analyzed, how much time you spend on Facebook. The two then recommended those Facebook junkies to take "holidays without internet and no mobile phone reception".
The Situation:
So with our client,Switzerland Tourism Board, we’ve decided to help those people. "Holidays without Internet and Mobile reception". High up in the mountains, we found a cabin that had no internet connection and no mobile reception. And one could win the cabin, to spend their holidays there for free.
The Strategy:
Because the campaign was directed at online junkies, it also took place online, over: http://www.holidayswithoutinternet.com On the site you saw, Sebi and Paul, the two mountaineers from Switzerland Tourism Advertising, sitting in front of their laptops and chatting with each other.
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