Cannes Lions

TOURISM BOARD

SPILLMANN/FELSER/LEO BURNETT, Zurich / SWITZERLAND TOURISM / 2012

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Overview

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Credits

Overview

Description

Switzerland is one of the best holiday destinations in the world, with lovely sights and plenty of things there to do.

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'.

Outcome

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.

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