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The Great Escape

Graubünden Ferien

Issue 37 | December 2015

Agency

JVM Limmat

Creative Team

Creative Director Samuel Christ Creative Director Rob Hartman Copywriter Alain Eicher Art Director Lukas Frischknecht Graphic Designer Amaru Eslava

Production Team

Agency Producer Sarida Bossoni Director Simon Nagel Co-director Eric Andreae Billboard Modification Schaer Modelbau Ticketing Zapy.ch

Other Credits

Senior PR Consultants Christoph Kinsperger, Annika Mentel Account Supervisor Marco Dettling Account Executive Roman Meister Account Executive Martina Faeh Head of Product Development Manuela Michel Brand Management Marc Held Product Development Nicole Derungs Public Relations Petra Fausch

Date

July 2015

Background

The country town of Graubünden needed more tourists, even though this peaceful place in Switzerland was only two hours away from the bustling centre of Zürich.

Idea

A modified digital billboard was placed in Zürich's main station.

Thanks to multiple combined 4G LTE mobile cards, the screen showed a man in a crystal-clear live-stream. He was wearing traditional Alpine garb and spoke directly to passers-by through a live billboard at Zürich main railway station. He invited them to take a spontaneous trip to the mountains and gave them free train tickets.

Using a remote control app on his iPhone, he could print the train tickets directly out of the billboard. People took the tickets, got on a train to Graubünden and appeared on the billboard themselves once they reached their destination.

Results

30 people took a spontaneous trip to Graubünden.

20,000 people saw the promotion live.

9 million views on YouTube and Facebook.

60 million people became aware of the promotion through the media.

Our Thoughts

This is relatively simple video-conferencing technology with a twist. Being able to talk to someone face to face on your mobile phone or your laptop is one thing but talking to a lederhosen-clad, pipe-smoking man in a poster is quite another. Technically, the crystal sharp image must have been hard to achieve but without it the idea would have failed. The tech had to be so good, you couldn’t actually see it.

Once again we see the transformative power of YouTube, where a nice little stunt ends up capturing a large audience.

What Matt says: Creating experiences, good. Sharing experiences, better.