THE BIG TRAVEL DIARY OF SWITZERLAND
|Category||B04. Use of Ambient Media: Large Scale|
|Title||THE BIG TRAVEL DIARY OF SWITZERLAND|
|Product/Service||IFOLOR PHOTO BOOK|
|Entrant||NOTCH INTERACTIVE Zurich, SWITZERLAND|
|Idea Creation||NOTCH INTERACTIVE Zurich, SWITZERLAND|
|Soeren Schroeder||Notch Interactive AG||Creative Director|
|Markus Hammer||Notch Interactive AG||Creative Director|
|Jeff Gerber||Notch Interactive AG||Executive Creative Director|
|Judith Maurer||Notch Interactive AG||Junior Copywriter|
|Lara Klopper||Notch Interactive AG||Junior Art Director|
|Daniel Stuedeli||Notch Interactive AG||Graphic Designer|
|Mark Becher||Notch Interactive AG||Group Account Director|
|Angela van der Sman||Notch Interactive AG||Senior Account Manager|
The CampaignTo promote our offer - the photo books of ifolor - and to motivate the Swiss people to create their own photo books we wanted Switzerland to talk about this topic. Therefore we came up with an idea, which made it almost impossible not to be aware of ifolors photo book offer. We invited the Swiss people to create the biggest photo book of all times together. We launched a promotion campaign to invite people to take part in this great challenge. On a landingpage we collected for a whole month the photos, which the Swiss people took during their summer holidays. Then we took all of these photos and printed a real photo book in XXL size. This book was presented to the public on a roadshow, where we sampled flyer. So we gave living proof, that ifolor photo books are quite impressive and promoted our offer.
Creative ExecutionWe used owned media and Facebook Paid posts to invite our target group to participate in our campaign. For 31 days our target group hat the opportunity to upload their photos on an landingpage. After one month we took all the photos and created the big Travel diary of Switzerland. The book had the fomat 3.1 m x 2.8 m and was exhibited on a roadshow, where people could experience it live.
ResultsThe promotional campaign was a huge success for ifolor. It made the ifolor photo book offer top of mind amongst our target group. There were 61'438 pictures and comments collected. The uploaded photos came from 153 countries. The likes (+193%) and shares (+105%) on social media rocketed and all in all we gathered 6'458'000 media impressions. Thanks to that the campaign created a 237% raise of leads. And all of this was done by only one book – a quite big one, which was written by all (at least many) people of Switzerland together.
The "The big travel diary of Switzerland" campaign is a great direct campaign, because it creates direct involvement within the target group. The campaign asks the target group to start acting to be a part of the biggest photo book Switzerland has ever seen. By creating the biggest photo book of all times for real the campaign makes a strong promotional call for the photo book offer of ifolor. The target group was directly motivated to create their own photo books, after being part of the big one.
The best way to convince people of a product is to make them use it. Therefore we gave people the opportunity to take part in the creation of the biggest photo book of all times. At the same time we created an eye-catching occasion for people to take notice of ifolor's photo book offer. By doing this we reached a broad target group and motivated many prospects to try the ifolor photobook service.
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