We got the Swiss cult brands Graubuenden Tourism and Calanda brewery together to launch the world’s first interactive music video. Our video was played on Viva (Switzerland's No.1 music channel. In the middle of the video, a headless singer invited viewers to come to our website, where they could place their head on his body and sing their interpretation of the song. A music video was used free of charge as ad space for our message. Viewers join the band and can send the videos they make themselves to their friends and acquaintances. Consumers enjoy playing with the brands, have a lot of fun, and convey the message to other people.

The video was played for free 110 times on Viva (Switzerland's No. 1 music channel). Over 700,000 users visited our website. Hundreds of users made their own versions of 'Viva la Grischa'. To date the clip has been viewed more than 160,000 times on YouTube. All in all, an impressive result for a campaign addressed at a population of two million German speakers. The airtime on Viva and the radio stations, together with the online reports and print media presence, would normally have cost CHF 500,000. We achieved all this with a campaign budget of CHF 90,000 inclusive.