HOLIDAYS WITHOUT INTERNET by Leo Burnett Zurich, Spillmann/felser/leo Burnett for Switzerland Tourism

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HOLIDAYS WITHOUT INTERNET

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Industry Transport, travel & tourism, Destinations (Countries & Places)
Media Promo & PR, Case study
Market Switzerland
Agency Leo Burnett Zurich
Agency Spillmann/felser/leo Burnett
Art Director Dana Wirz, Hendrik Bonow
Released April 2011

Credits & Description

Category: Travel, Tourism & Leisure
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)
Copywriters: Patrick Müller/Marc Leuzinger/Patrick Karpiczenko/Peter Brönnimann (Spillmann/Felser/Leo Burnett / Shortcuts)
Art Directors: 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

Summary of the Campaign
Switzerland is one of the best holiday destinations in the world, with lovely sights and plenty of things there to do. But with today's hectic and 'availability at all times' lifestyle, one’s recreation suffers even when on vacation. So with our client, the Switzerland Tourism Board, we’ve decided to help those people. 'Holidays without the 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, to spend their holidays there for free.

The Situation
Switzerland is one of the best holiday destinations of the world, with lovely sights and plenty of things there to do. But with today's hectic and 'availability at all times' lifestyle, one’s recreation suffers even when on vacation.

The Goal
So with our client, the Switzerland Tourism Board, we’ve decided to help those people. 'Holidays without the 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, to spend their holidays there for free.

The Strategy
Because the campaign was directed at online junkies, it also took place online, at http://www.holidayswithoutinternet.com.

On that site, you saw Sebi and Paul, the 2 mountaineers from Switzerland Tourism Advertising, sitting in front of their laptops and chatting with each other.

Execution
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 spend on Facebook. The 2 then recommended those Facebook junkies to take 'holidays without internet and no mobile phone reception'.

Documented 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; a 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.