| Title | THE GREAT ESCAPE |
| Brand | GRAUBUENDEN FERIEN |
| Product/Service | GRAUBUENDEN FERIEN |
| Category |
A06. Events & Experiential (incl. stunts) |
|
Entrant Company
|
JUNG von MATT/LIMMAT Zürich, SWITZERLAND
|
|
Advertising Agency
|
JUNG von MATT Zurich, SWITZERLAND
|
Credits
| Samuel Christ |
Jung Von Matt/Limmat |
Creative Director |
| Rob Hartmann |
Jung Von Matt/Limmat |
Creative Director |
| Alain Eicher |
Jung Von Matt/Limmat |
Copywriter |
| Lukas Frischknecht |
Jung Von Matt/Limmat |
Art Director |
| Amaru Eslava |
Jung Von Matt/Limmat |
Graphic Designer |
| Marco Dettling |
Jung Von Matt/Limmat |
Account Supervisor |
| Roman Meister |
Jung Von Matt/Limmat |
Account Executive |
| Martina Faeh |
Jung Von Matt/Limmat |
Account Executive |
| Sarida Bossoni |
Jung Von Matt/Limmat |
Agency Producer |
| Christoph Kinsperger |
Jung Von Matt/Limmat |
Senior Pr Consultant |
| Annika Mentel |
Jung Von Matt/Limmat |
Senior Pr Consultant |
| Simon Nagel |
- |
Director |
| Eric Andreae |
- |
Co-director |
| Schaer Modelbau |
Schaer Modelbau |
Modification Billboard |
| Zapy.ch |
Zapy.ch |
Ticketing |
The Campaign
An interactive live billboard took people from the most hectic place in Switzerland to the most peaceful place in the country. A man from Graubünden wearing traditional Alpine garb speaks directly to passers-by via a live billboard at Zurich Main Station. He invites them to take a spontaneous trip to the mountains and gives them free train tickets.
The Brief
To draw more tourists to Graubünden and show them how easily and quickly they can reach this idyllic destination.
Execution
We modified a digital billboard. The screen showed a live stream of our man from Graubünden, dressed in traditional Alpine garb, on a crystal-clear display thanks to multiple combined 4G LTE mobile cards. He could see and talk to the people in Zurich and vice versa. Using a remote control app on his iPhone, he could print train tickets which came 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.
30 people took a spontaneous trip to Graubünden
20,000 people saw the promotion live
9,000,000 views on YouTube and Facebook
60 million people became aware of the promotion through the media
The Strategy
Even in the most hectic place in Switzerland, Zurich Main Station, people can connect to the most peaceful place in the country.