A Little Village Goes Global by Jung Von Matt/Limmat Zurich for Graubunden Ferien

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A Little Village Goes Global

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Industry Destinations (Countries & Places)
Media Digital, Interactive & Mobile, Case study
Market Switzerland
Agency Jung Von Matt/Limmat Zurich
Executive Creative Director Alexander Jaggy
Creative Director Livio Dainese, Alfredo Perez Veiga - Fernando Rambo Damiano
Art Director Maurus Zehnder
Copywriter Samuel Christ, Alain Eicher
Released June 2011

Awards

One Show 2012
One Show Interactive Social Media / Best Use of Social Media Merit

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: GRAUBUENDEN FERIEN
Product/Service: GRAUBUENDEN FERIEN
Agency: JUNG von MATT/LIMMAT
Executive Creative Director: Alexander Jaggy (Jung von Matt / Limmat)
Creative Director: Fernando Perez (Jung von Matt / Limmat)
Creative Director: Livio Dainese (Jung von Matt / Limmat)
Copywriter: Samuel Christ (Jung von Matt / Limmat)
Copywriter: Alain Eicher (Jung von Matt / Limmat)
Art Director: Maurus Zehnder (Jung von Matt / Limmat)
Graphics: Laura Grümann (Jung von Matt / Limmat)
Graphics: Bettina Veith (Jung von Matt / Limmat)
Public Relations/Account Manager: Cyrill Hauser (Jung von Matt / Limmat)
Agency Producer: Ilonka Galliard (Jung von Matt / Limmat)
Art Buyer: Erasmo Palomba (Jung von Matt / Limmat)
Camera: Jyri Pasanen
Media placement: Facebook Fanpage - Facebook - 26.9.2011
Media placement: Video - Youtube - 26.9.2011

Describe the objective of the promotion.
We wanted to show that in the small, charming holiday villages in Graubünden, a personal relationship with their visitors is important. We realised that there are many Facebook members who click the 'like' button, but never gain any real connection to the brand. With this campaign we wanted to break the barrier between the online and offline worlds, and give the fans that real connection.

Describe how the promotion developed from concept to implementation.
The little mountain village of Obermutten issues a promise on Facebook: Anybody who 'likes' the village Facebook page can have his picture posted on the village bulletin board. The photos are printed out by the mayor and his staff, and pinned up on the board. Pictures of the bulletin board are then posted to Facebook, so that the fans can see their own photos and tag them.

Explain why the method of promotion was most relevant to the product or service.
Through this wider community, the mountain village provides real evidence of what a personal relationship with visitors can mean.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Over 60m people around the world have heard or read about Obermutten. The media reported on it in more than 36 countries. In South Korea, Obermutten actually made it onto the daily TV news. With 16,000 fans, Obermutten quickly attracted 200 times more fans than it has inhabitants. A CHF 10,000 budget generated the equivalent impact of a CHF 2.4m media buy.