By using a University study as scientific verification of the Kuoni claim "Vacations that make you forget everything", we arrived at a very unusual offer: Lower IQ or money back. Kuoni customers were invited to take IQ tests before and after the holidays and were reimbursed some of the money (in form of a travel voucher for their next trip) if they performed at the same level or higher after their trip.

We started off with a youtube video that described the promotion and was distributed through social media and put on youtube. Newsletters, online banners, direct mails and promotion teams in the streets were instrumental in getting customers into the Kuoni offices. In addition, the never-before-seen message of the promotion gathered a lot of attention and free coverage in all Swiss media.

During the whole of the promotion period, traffic in the Kuoni offices was at a year's high.

Sales went up by 43%.

52% came from first time customers

The value of the free media coverage exceeded the campaign budget by 800%.

Since the promotion only just finished, there is no marketing research available yet, but social media and other customer comments as well as common sense indicate that the activities went some way to also rejuvenate the image of the brand.