Our Thoughts

Idea Snapshot: Couple Up to Buckle Up

January 17, 2012 by Marian Schembari

Scandinavian Airlines has managed to bust through the block that all travel companies face with their recent campaign, Couple Up to Buckle Up.

The Idea

Scandinavian Airlines created an offer that required couples to be together to actually redeem. The offer was a 2 for 1 deal on a European getaway (a great offer, we’d like to mention) that they sent out to 100,000 selected members via email. The message contained two QR codes that, once scanned on two phones, played two videos that only made sense when played together. The video(s) provided the couple with a combined voucher code to use when booking their trip.

To be honest, the whole thing makes more sense if you watch the video below.

Pretty neat, huh?

Why it works

For almost everyone in the travel industry, the biggest barrier to entry has always been the need to check with one’s partner. This campaign (care of CP+B) makes this a nonissue.

The beauty in this campaign was its requirement for the couple to actually be together, putting theme in the prime position to buy the tickets then and there. No faffing about, no phone calls, text messaging and email back-and-forths you inevitably make when planning a trip to get in the way of purchase.

Plus, everyone knows by now that video works better than almost any medium when it comes to digital so incorporating a sort of romantic, inspiring video of a couple on holiday is just a really easy way for customers to say, “Yup, I want that now.”

Idea Snapshot: Obermutten Goes Global

December 20, 2011 by Marian Schembari

The general consensus in the office when watching the video was a collective “Awwwwww!” This idea from the little Swiss mountain town of Obermutten is as clever as it is quaint.

The Idea

The mayor of Obermutten promised all Facebook fans that if they liked the town’s Facebook page their photo would be posted on the community notice board. The page is already at 15,000 fans with (apparently) more engagement per fan than Lady Gaga and Coke. The media coverage surrounding Obermutten is nothing we’ve ever seen for such a small community – all because they literally value each and every one of their fans. Every week they print and post fan photographs on the notice board, which quickly filled up and is now overtaking the side of a barn and has become a whole town project.

Why It Works

The perfection in this idea is that it fully embraces the social aspect of social media (go figure). Cities across the globe are building up a social presence, but none as small (80 inhabitants) and previously unknown as Obermutten. Which makes this success story one of those jaw-on-the-floor sort of tales.

Hundreds of tourists have now descended on Obermutten because the town has not only created a tourist attraction from scratch, but because they visit the village much like one would visit a friend. Fans now have a connection with the town are truly part of it’s community.

The Obermutten page succeeded so easily by holding to their promise, responding to all questions/comments and creating an online community exactly like the one in real life: tight-knit.

Idea Snapshot: MINI Getaway Tokyo

December 6, 2011 by Marian Schembari

One of our favourite ideas ever has arrived in Tokyo! Last year’s MINI Getaway Stokholm was a raging success and now it’s back – bigger, badder… better?

The Idea

This alternate reality game has the perfect combination of real-world application and new tech. Playing involves: download the app, get within 50 metres of the virtual MINI, click “Take The MINI Now” and run as fast as your little legs will carry you. Because if anyone playing gets within 50 metres of you they can take the MINI back.

After a whopping nine days of virtual/real-life gaming you win a (real) MINI Coupe.

Why It Works

MINI sales in Sweden increased by 108% last year and over 11,000 players participated. The equally impressive aspect is that 11,000 users didn’t just see a billboard or play a Facebook game. They spent an average of 5 hours and 6 minutes engaging with the brand. No wonder sales increased so drastically that quarter.

We can’t wait to see how Japan reacts. The game has been altered slightly, mostly because there is now an Android app and, well, Tokyo is 240 square miles, making it almost 32 times bigger than Stockholm. The game started on the 3rd of December so only a few more days to see who comes out on top!

The only problem we have with this campaign is that it hasn’t hit Auckland. A girl can dream…