Visit Faroe Islands Digital, Case study Google Sheep View [case video] by Liquidminds, Denmark

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Google Sheep View [case video]

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Industry Airlines, Destinations (Countries & Places)
Media Digital, Interactive & Mobile, Case study
Market United Kingdom, United States, Germany, Denmark
Agency Liquidminds, Denmark
Production Kovboyfilm
Released October 2016

Awards

Cannes Lions 2017
PR Sectors: Travel, Transport & Leisure Gold Lion
PR Practices & Specialisms: Content-led Engagement & Marketing Silver Lion
Cyber Web Campaign: Travel, Transport & Leisure Bronze Lion

Credits & Description

Title: Google Sheep View
Agency: Liquidminds, Sansir
Brand: Visit Faroe Islands & Atlantic Airways
Country: Denmark
Entrant Company: Liquidminds, Copenhagen
Advertising Agency: Liquidminds, Copenhagen / Sansir, Torshavn
Media Agency: Liquidminds, Copenhagen / Sansir, Torshavn
Pr Agency: Ehrenberg Kommunikation, Copenhagen / Liquidminds, Copenhagen / Sansir, Torshavn / Travel Pr, London / Mga Mediagroup, New York
Production Company: Kovboy Film, Torshavn / Liquidminds, Copenhagen / Sansir, Torshavn
Strategic Director, Partner: Rune Hørslev (Liquidminds)
Partner: Tór Verland Johansen (Sansir)
Art Director: Bogi Henriksen (Sansir)
Creative Director: Mads Kold (Liquidminds)
Art Director: Mie Williams (Liquidminds)
Copywriter: Per Klixbull (Liquidminds)
Copywriter: Oliver Lommer (Liquidminds)
Producer: Michael Koba (Kovboyfilm)
Photographer: Thomas Koba (Kovboyfilm)
Project Manager: Thomas Frost Jensen (Liquidminds)
Senior Consultant: Anne Laursen (Ehrenberg Kommunikation)
Director: Maria Andriano (Mga Mediagroup)
Director: Allan Sonne Sørensen (Ehrenberg Kommunikation)
Managing Director: Sue Ockwell (Travel Pr)
Account Manager: Kate Chapman‎ (Travel Pr)
Ceo: Vibeke Nannerup (Liquidminds)
Execution:
We hired a young Faroese woman to personify the story. A girl and her sheep against the worlds largest corporation. David against Goliath.We executed the idea with a strong focus on authenticity. Basically it was just a woman on a mission. Instead of high production value, we just used a webcam and no collar grading . Instead of a fancy website, we created a simple blog. We posted small films about the progress and challenges. We uploaded 360 film and photos from the sheep as the project moved forward.We used the blog to increase the pressure on Google with a petition. Thousands of people signed up. And we lent out 360 cameras to tourists and the Faroese people, so they could participate.
Outcome:
Faroe Islands' 'Sheep View' videos boosted tourism! Only 20 minutes after launch the story was on The Guardian, closely followed by BBC, CNN, Al Jazeera, Daily Mail, Washington Post, Sky News etc. With a total budget of just $280,000, the 'Sheep View' campaign generated 2 billion media impressions and an estimated PR value of $50 million. The campaign caught the media's interest all over the in the world and suddenly Google was a little more amenable. They decided to support us with their equipment, and with the Google Street View team and at lot of volunteer help, we have now created Street View via Sheep View. Results of Sheep View the campaign:Reach: +2.000.000.000News stories: +7.000Website stories: 42.200900 % increase for Google searches for "Faroe Islands"21.3% of the exposed group indicated that they were "Very Likely" to visit The Faroe Islands versus 0.6% otherwise
Synopsis:
Client: The Faroe IslandsStrongest asset: The stunning naturePrimary target group: DK, UK, GE, USMedia budget: 0Brief: Get Google Street View to the Faroe Islands. BackgroundThe Faroe Islands is one of the smallest countries in the world. The country have for many years been neglected by Google Street View. So until recently there was no Street View in the Faroe Islands. Google was simply not interested in the tiny country. And with only 50,000 inhabitants the Faroe Islands had limited opportunities to market the small islands in the big world.
Campaign Description:
Thus, necessity begat invention. If even Google Street View wouldn't come to the Faroe Islands, we had to make the Faroe Islands visible to the rest of the world in a different way.We decided to make street view our self with the one thing that the Faroe Islands have plenty of: Sheep!We mounted 360-degree cameras on the backs of some sheep with solar pannels and a cell phone. The sheep wandered around and uploaded images via the phone through Google's open API. Sheep View was born.
Strategy:
How did we get correct branding?The main attraction in the Faroe Islands is the nature and the camera on the back of the sheep gave us the opportunity to show the beautiful scenery in sheep perspective and 360 degrees on Street View and social media.How did we reach the media?We believed that the idea was strong enough for the media to pick up the story, and for it go viral. We began by focusing on the most respected media (The Guardian, Washington post etc.), to give the story credibility. We sent them Google Card Glasses to expirence the 360 for real. We then organised an online press conference held by sheep.In the second wave we held a petition and engaged all of our followers to encourage Google to come.When Google arrived, we sent out our second press release, and then it went viral again.
Relevancy:
We created the campaign to get positive press for the Faroe Islands. We were all in. If the media would not cover our story, all would have been lost.