Graubunden Ferien Promo, Case study A LITTLE VILLAGE GOES GLOBAL by Jung Von Matt/Limmat Zurich

Adsarchive » Promo , Case study » Graubunden Ferien » A LITTLE VILLAGE GOES GLOBAL

A LITTLE VILLAGE GOES GLOBAL

Pin to Collection
Add a note
Industry Destinations (Countries & Places)
Media Promo & PR, 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 September 2011

Credits & Description

Category: Best Use of Social Media
Advertiser: GRAUBUENDEN FERIEN
Product/Service: VILLAGE PROMOTION
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

Summary of the Campaign
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 there and tag them. With this action, we demonstrate that there are still some great small holiday destinations where a personal relationship with each visitor is important. Thanks to press coverage, the action reached over 60m people and in just a short period of time, Obermutten had over 16,000 fans. That’s 200 times more fans than inhabitants!

The Situation
A small village goes around the world. Thanks to a promise made on Facebook, anybody who liked the Obermutten Facebook page can have his picture posted on the village’s official bulletin board. Tourism in this remote region is boosted and shown to be personal and individual.

The Goal
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.

The Strategy
We wanted to show that in the small, charming holiday villages in Graubünden, a personal relationship with their visitors is important.

Execution
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. Soon the bulletin board is full, and has to be extended to nearby walls in the village.

Documented Results
Over 60m people around the world have heard or read about Obermutten. The media reports about it in more than 36 countries. In South Korea, Obermutten actually makes it onto the daily TV news. With 16,000 fans, Obermutten quickly attracts 200 times more fans than it has inhabitants. A CHF 10,000 budget generates the equivalent impact of a CHF 2.4m media buy.