360˚-Viral: Swiss brings the world to the Lauberhorn
The agencies Foundry and Kids, in collaboration with Swiss, set out to develop an idea that would take the story of their sponsorship involvement in the Lauberhorn Race to the next level—with the help of an unconventional viral video.
For Swiss International Air Lines Ltd., its presence at the Lauberhorn races has for years been a first-class opportunity to celebrate its ties to Switzerland, the mountain world and skiing. Until now, this was primarily possible locally and on site. With the newly created film, Swiss now invites the population in Switzerland and beyond to immerse themselves in the middle of the action. And to experience the feeling of the unique event with a long tradition at first hand.
The potential of 360° films is still too little exploited today. And it was precisely this that the agencies Foundry and Kids, together with the film production company Feit, used to set new standards in this genre. "That Swiss shared this vision with us right away showed a lot of courage to innovate, also in communication. And the fact that Patrouille Suisse was also involved made us even happier," says Sacha Moser, Foundry's founder and creative partner.
In combination with the unique content around the Lauberhorn race, an orchestrated story has been created, which tells the legendary stories with brand-new camera technology: The film begins with an intro that provides a panoramic view of breathtaking mountain scenery. You are in the middle of it all at once and the highlight of the film soon follows: the air show together with the Airbus A321 and the Patrouille Suisse. The viewer gets the unique opportunity to see behind the scenes. The cameras in the Airbus and also in one of the patrol's jets make it clear how spectacularly and hair-raisingly the aircraft fly through the mountain landscape around Wengen. The view from the passenger jet cockpit of the fleet dynamically changes to the view of a ski racer, who continues the story over Hundschopf and Minschkante. All the way to the finale in the finish area of the Lauberhorn race with all its spectators. The user can view all the shots from every conceivable perspective. The film can be watched countless times and you always discover something new. It's as if you were flying along, riding along, cheering along.
Filming was done with no less than four 360° camera kits (six to ten GoPros each) in jets, on helmets, on ropes, on skis, helicopters, drones and much more. It's a technical challenge that ultimately reflects Swiss' innovative leadership. "Our first 360° video had to be something very special and not fit in with the classic versions and approaches," says Marco Brütsch (Manager Marketing Communication Campaigns), adding, "All the more reason for us to be delighted to present viewers with a unique experience around our involvement in the Lauberhorn race, not only technically but also in terms of content. And at the same time to follow Swiss' passion for unique and new ideas."
To be seen immediately on all social media channels:
(Important: For the best 360˚ experience, the links should be accessed via the Chrome browser or the Youtube app. Current Firefox versions should also support the effect).
Responsible at Swiss: Judith Schulte (Head of Marketing Communication Campaigns); Marco Brütsch (Manager Marketing Communication Campaigns); Nadja Griel (Manager Social Media & Dialog Marketing); Benjamin Fehrenbach (Social Media Marketing).
