Title	THE ENTLEBUCH MESSAGE
Brand	UNSECO BIOSPHÄRE ENTLEBUCH
Product/Service	TOURISM UNESCO BIOSPHAERE ENTLEBUCH
Category	A06. EVENTS & EXPERIENTIAL (INCL. STUNTS)
Entrant Company	BBDO GERMANY Düsseldorf, GERMANY
Advertising Agency	BBDO GERMANY Düsseldorf, GERMANY
PR Agency	KETCHUM PLEON Frankfurt, GERMANY
Production Company	CRAFTWORK Düsseldorf, GERMANY

Name	Company	Position
Wolfgang Schneider	BBDO Germany Gmbh	Chief Creative Officer
Sebastian Hardieck/Kristoffer Heilemann/Darren Richardson	BBDO Düsseldorf Gmbh	Creative Managing Directors
Carsten Bolk	BBDO Düsseldorf Gmbh	Executive Creative Director
Fabian Pensel/Tatjana Genin	BBDO Düsseldorf Gmbh	Art Directors
Ramón Scheffer	BBDO Düsseldorf Gmbh	Copywriter
Sonja Struss	BBDO Düsseldorf Gmbh	Account Director
Franziska Nessel	BBDO Düsseldorf Gmbh	Junior Account Manager
Steffen Gentis	Craftwork	Producer
Kathrin Rybaczyk	Nhb Studios Düsseldorf Gmbh	Producer
Joep Beving/Mr. Zee/Auxiliary The Masterfader	Massive Music Amsterdam
Aleksander Rynkowski/André Sudradjat	Nhb Studios Düsseldorf Gmbh	Sound Design
Tom Zahner		Voice Over
Marius Sytwala	Sytwala TV	Director Of Photography
Kevin Krefta	Craftwork	Director Of Photography
Till Markull/Alexander Link	Craftwork	Editors
Christian Wallmeier/Markus Pchalek/Ralf Hietel/Benjamin Jürgens/Johannes Müller/		Visual Effects
Christian Wallmeier/Timo Wilke		Animation
Anette Weidner	Ketchum Pleon Gmbh/Frankfurt
Petra Heinrich	Ketchum Pleon Gmbh/Frankfurt
David Beyer	Ketchum Pleon Gmbh/Frankfurt

The Campaign

Entlebuch is Switzerland's first UNESCO Biosphere. Which guarantees a sustainable living and protects the nature of the valley for the next 50, 500, even 5000 years. How can we make this sustainable promise famous in and out of Switzerland and make potentially new tourists awareof Entlebuch? The answer: A 24 hours long invitation to visitors from outer space. Broadcasted by one of Europe's biggest radio telescopes. The invitation included typical Swiss yodel singing, alphorn music, sounds and smells of the region and a reading of the entire Entlebuch chronicles. As soon as the Entlebuch message was send into space, the international news coverage created a buzz about airfields, possible shelter and how aliens would pay. Making Entlebuch a number one news topic. So even if the answer from space is still pending everyone in Entlebuch is certain: The message has arrived.

The Brief

The goal was to create a fascinating idea that is able to generate a big media impact and make Entlebuch famous in and out of Switzerland. The country is by tourists pretty much known for its beautiful nature but The Entlebuch Message takes this image on a whole other level and does not simply tell that nature is great but communicates the promise to keep it that way forever.

Results

Although it is far too early to link business results (such as rising tourist numbers) to the activity which has just been aired recently, the measured media/PR effect was overwhelming for the relatively small staff at the local UNESCO biosphere Entlebuch office. Overall this activity which was originally planned as a local sustainability campaign only to set Entlebuch apart from other better-known tourist regions in Switzerland, it quickly became a worldwide media phenomena. Indeed, 135 journalists from all over the world called or inquired with the local UNESCO bioshere director Theo Schnider, with the overall media coverage of “The Entlebuch Message’’ leading to an estimated 4.988.716 impressions in print channels, 2.355.000 TV contacts, 7.693.000 contacts in radio and 1.751.000 views on YouTube and other online platforms. That makes in total 16.787.716 contacts. Traffic and inquires from potential tourists on the UNESCO bioshere’s very own website entlebuch.ch skyrocketed (+431%).

Execution

A 24 hours long invitation to visitors from outer space. Broadcasted by one of Europe’s biggest radio telescopes. The invitation included typical Swiss yodel singing, alphorn music, sounds and smells of the region and a reading of the entire Entlebuch chronicles. As soon as the Entlebuch message was send into space, the international news coverage created a buzz about airfields, possible shelter and how aliens would pay. Making Entlebuch a number one news topic. So even if the answer from space is pending everyone in Entlebuch is certain: The message has arrived.

The Situation

The UNESCO biosphere Entlebuch has agreed to live and manage economies in a very sustainable way to protect the beauty of their valley for future generations. The problem is: Sustainability is not very much a topic to create an exciting idea of. It is pretty much a topic of low interest and people consider it to be boring and bleak. In order to manage this issue we had to come up with a new and fascinating way to handle this topic. An idea, that would be picked up immediately by international news coverage.

The Strategy

The sustainable way of living and managing economies in the UNESCO Biosphere Entlebuch will keep the beauty of the valley for the next 50, 500, 500.000 years. In order to promote this promise we close a deal with the future. And invite aliens that might need millions of years to visit Entlebuch. By that we use a topic of high interest to tell a low interest story.