ROBINSON CURSOR CLUB by Scholz & Friends Hamburg for Robinson Club

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ROBINSON CURSOR CLUB

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Industry Transport, travel & tourism, Travel Agencies, Tour Operators & Travel Services
Media Promo & PR
Market Germany
Agency Scholz & Friends Hamburg
Executive Creative Director Stefan Setzkorn, Matthias Schmidt
Creative Director Markus Daubenbuechel
Art Director Désirée Rose
Copywriter Judith Preker
Released April 2010

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: ROBINSON CLUB
Product/Service: HOLIDAYS
Agency: SCHOLZ & FRIENDS
Date of First Appearance: Apr 1 2010 12:00AM
Entrant Company: SCHOLZ & FRIENDS , Hamburg, GERMANY
Entry URL: http://www.avocada.de/2010/en/robinson/your_cursor_on_vacation
Executive Creative Director: Matthias Schmidt (Scholz & Friends)
Executive Creative Director: Stefan Setzkorn (Scholz & Friends)
Creative Director: Markus Daubenbuechel (Scholz & Friends)
Art Director: Desirée Rose (Scholz & Friends)
Copywriter: Judith Preker (Scholz & Friends)
Concept: Arno Selhorst (Scholz & Friends)
Concept: Nestor Gabriel (Scholz & Friends)
Concept: Sierreralta Espinoza (Scholz & Friends)
Concept: Kathrin Stahl (Scholz & Friends)
Production Company: (Barbecue Mediendesign GmbH)
Programmer: Marcel Stroeter (Scholz & Friends)
Programmer: Daniel Pramel (Scholz & Friends)
Account Manager: Katja Noack (Scholz & Friends)
Account Manager: Ingo Schueehle (Scholz & Friends)
Graphics: Hilke Hartmann (Scholz & Friends)
Graphics: Lars Leber (Scholz & Friends)
Media placement: Microsite, E-Mail Newsletter, Cursor Replacement Program - Http://www.robinson-Cursorclub.com/ - 01.04.2010

Describe the objective of the promotion.
Robinson, European no. 2 in its market, offers Club holidays all over the world, in its own facilities. Many singles and young families subscribe to the e-mail newsletter without ever, to date, having booked a Club holiday. They simply don’t know whether this is the right kind of holiday for them. The task was to develop a cost-effective promotion that would make the advantages of the Club particularly clear, spurring people on to make bookings.

Describe how the promotion developed from concept to implementation
Via the Robinson newsletter and on a special website, we made this promotional offer: “Send your cursor on holiday – after all, it works just as hard as you do”. This site looked like the regular robinson.com – but somehow pixelated and showing cursors instead of people. Here, visitors could book their cursor a holiday (free, of course), choose a holiday stand-in (thus implementing a small program) and send the original cursor off. Users would receive regular holiday mail from the cursor – from the beach or from a ski piste – before the cursor’s return a week later, brown as a berry.

Describe the success of the promotion with both client and consumer including some quantifiable results
These repeated reminders of the advantages of the Robinson Clubs turned out to be a tremendous success with a huge number of "trials.“ The holiday stand-in cursor as permanent reminder, the holiday post from one’s cursor, the spreading (by tell-a-friend, facebook status updates and postcards) and the follow-up period (the tanned cursor) all led to an enormous increase in traffic. The average monthly visit rate of 190.000 was raised up to the double. 54.680 participants where counted – at a financial outlay of 10.000 €.

Explain why the method of promotion was most relevant to the product or service
A tour operator has plenty of stories to tell. But field reports based on first-hand experience count for more. Which is why we invited our target group to test the laid-back Clubs in a playful way by sending one’s cursor on holiday and let it send back reports on what a Robinson holiday is really like. And while it’s away, it will be replaced by a stand-in.