If you agree that marketing is about inviting people to step into your world, Graubunden Tourism and its agency, Jung von Matt/Limmat, know marketing.
This spot, “The Great Escape”, created a live feed with a man in the mountains. Watch what happens.
The future of advertising is in innovations such as this…
So the idea is to create a live event—in this case the man on the mountain doing a live remote—and filming it to allow the extended audience to experience the excitement of the live audience.
It’s interesting to think how that idea might translate to other applications. Let’s deconstruct it—there are a few things that make this work:
First, there’s a dramatic difference between the two locations—a busy train station and a peaceful mountain village.
Second, you can’t underestimate the effect of the central figure’s persona. Assuming these are real encounters (I have no reason to believe they are not), the man on the mountain, whether he is an actor or an actual resident, exudes friendliness. It would not work nearly as well with a lesser figure.
Next, there’s a lot of excitement in asking the live audience to actually change their plans and participate in an event. Yes it’s a free trip, but the magic (to me) is in the willing spontaneity of the participants.
Fourth, there was an incentive for participants to react the way they did in the fact that the encounter was being filmed (and they certain would have notice the crew).
And finally, of course, this agency/client was first to the table with the idea (at least I’m guessing they were). We can’t ever underestimate the power of presenting something other’s haven’t seen.
Those are a few of the parts and pieces. Can you think of others? Can you conjure up another way of using this basic idea?
One source claims 20,000 people saw the promotion live, 30 people took a trip, there were over 10 million of views of the resulting video on YouTube, Facebook, and news websites, and tens of million of people became aware of the promotion through the media.
Thanks to Bruce Schneider for pointing us to it.