Switzerland Tourism DM MOUNTAIN CLEANERS by Leo Burnett Zurich

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Industry Transport, travel & tourism, Destinations (Countries & Places)
Media Direct marketing
Market Switzerland
Agency Leo Burnett Zurich
Art Director Dana Wirz
Released April 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Product/Service: TOURISM
Date of First Appearance: Apr 1 2009 12:00AM
Entry URL: http://www.youtube.com/watch?v=aKIqGYRuvbk
Chief Creative Director: Martin Spillmann (Spillmann/Felser/Leo Burnett)
Creative Director & Copywriter: Peter Brönnimann (Spillmann/Felser/Leo Burnett)
Art Director: Dana Wirz (Spillmann/Felser/Leo Burnett)
Production: (Plan B Films)
Direction: (Datenstrudel)
Media placement: Viral-Film - Youtube.com - 1. April 2009
Media placement: Website - Myswitzerland.com/felsenputzer - 1. April 2009
Media placement: Facebook-Fansite - Facebook.com - 1. April 2009
Media placement: Promotion, Give-Aways - Handed Out At Trainstations - 1. April 2009
Media placement: Job Ad's - Daily Newspapers - 1. April 2009

Describe the brief/objective of the direct campaign.
How do you launch a new countrywide campaign and get the public's awareness for Switzerland as holiday destination by the Swiss Tourism Board?

Explain why the creative execution was relevant to the product or service.
It still keeps focus on the brand Switzerland Tourism and does portray what Switzerland is about, concerning tourism and those possibilities within.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
By searching for volunteers, with issue date 1. April 2009, to clean the swiss mountains from bird droppings, for a April Fools joke. We launched a country wide search with this youtube-Film, help-wanted ads in newspapers, stirred discussions and media attention by having newspapers report on the search and its state. In turn the Swiss Tourism Board received a lot of responses upon the help-wanted ads, the issue of 'mountain cleaning’ also launched new discussions as in, if the swiss alps truly needed a team for this, how can the mountains be kept cleaner etc.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
We broke the solution a few days later, by stating that all was a April Fools joke (intended in a tongue-in-cheek manner), yet had the media attention for sure and that generated a stir (even abroad), a lot of recognition. To an extent that currently real mountain cleaning courses are being offered through tourist boards - so actually what started as a advertising gag turned into reality, changing how people felt and thought about the whole idea.