"Holidays without Internet" by Leo Burnett Zurich for Switzerland Tourism

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"Holidays without Internet"

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Industry Transport, travel & tourism, Destinations (Countries & Places)
Media Digital, Interactive & Mobile, Case study
Market Switzerland
Agency Leo Burnett Zurich
Art Director Dana Wirz, Hendrik Bonow
Copywriter Peter Bronnimann, Patrick Müller, Marc Leuzinger, Patrick Karpiczenko
Released March 2011

Awards

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

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: SWITZERLAND TOURISM
Product/Service: TOURISM BOARD
Agency: SPILLMANN/FELSER/LEO BURNETT
Creative Direction: Peter Brönnimann/Marc Leuzinger/Patrick Müller (Spillmann/Felser/Leo Burnett/Shortcuts)
Copywriter: Patrick Müller/Marc Leuzinger/Patrick Karpiczenko/Peter Brönnimann (Spillmann/Felser/Leo Burnett/Shortcuts)
Art Director: Dana Wirz/Hendrik Bonow (Spillmann/Felser/Leo Burnett/Shortcuts)
Media placement: Website - Http://www.holidayswithoutinternet.com - 16. May 2011
Media placement: Facebook - Http://www.facebook.com/video/video.php?v=115047708585732 - 16. May 2011
Media placement: TV Spot - Switzerland, Netherland, Germany, Italy, France, UK - 20. April 2011

Describe the objective of the promotion.
Switzerland is one of the best holiday destinations in the world, with lovely sights and plenty of things to do there. But with today’s hectic and ‘availability at all times’ lifestyle, one’s recreation suffers even when on vacation. So with our client, Switzerland Tourism Board, we 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 on www.holidayswithoutinternet.ch one could win the cabin, and spend their holidays there for free.

Describe how the promotion developed from concept to implementation.
Switzerland is one of the best holiday destinations of the world, with lovely sights and plenty of things to do there. But with today’s hectic and ‘availability at all times’ lifestyle, one’s recreation suffers even when on vacation. So with our client, Switzerland Tourism Board, we 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, and spend their holidays there for free.

Explain why the method of promotion was most relevant to the product or service.
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 2 mountaineers from Switzerland Tourism Advertising, sitting in front of their laptops and chatting with each other. Connecting via Facebook you could connect with them, then the 2 analysed the personal Facebook profile of the user. They commented on photos, posts and even analysed how much time you spent on Facebook. The 2 then recommended those Facebook junkies to take ‘holidays without internet and no mobile phone reception’.

Describe the success of the promotion with both client and consumer including some quantifiable 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.