Yoveo | Team Farner and Arosa make dreams come true with AI
On Thursday, Arosa Tourism launched a crowd-based AI advertising campaign. Under the slogan “#Bergtraum,” interested individuals can let their creativity run wild and use artificial intelligence to create their very own dream image. The most beautiful dreams will not only become the focus of the current advertising campaign, but Arosa will also make them come true.
For many years, the tourist destination of Arosa has stood for creativity, ingenuity and presents itself as a place where dreams come true and participation is actively practiced. This positioning comes now in a campaignin which the interests, wishes and desires of the guests are combined with the possibilities of AI. It doesn't matter whether the participants are seasoned Arosa experts or immersing themselves in the winter world of Arosa for the first time. The spotlight is on individual creativity. The year-round holiday destination in the Grisons mountains relies on collective creativity when selecting the subjects.
Design your dream and experience it live in Arosa
The campaign's motto is clearly defined, but still leaves plenty of scope for individual creativity. The # mountain dream encourages participants to describe their ultimate dream of a perfect vacation in the mountains. AI then transforms the personal contributions into works of art in almost real time. The most beautiful #Bergtraum images will be awarded prizes and form a central part of the Arosa 2024 campaign by being placed on advertising spaces throughout Switzerland. Other measures include postcards, stamps and merchandising products. A physical vernissage is also being planned.
The best suggestions are selected each week and presented in a cross-media format. There is also a so-called "Lighthouse Event" every week, where the winning subject is unveiled as branding on a very special location such as a gondola or a giant poster in the city. The winners receive free ski tickets, invitations to après-ski or gastronomic experiences, for example.
First Swiss crowd-generated AI campaign
"We want existing and future guests in Arosa to actively participate in our development. Our aim is to be a destination where everything is possible. We make dreams come true and do everything we can to ensure that no wish remains unfulfilled. To this end, we have been presenting ourselves as an innovative destination together with our service providers for many years," explains Marion Schmitz, Deputy Tourism Director of Arosa and project initiator. "With the AI campaign, we are once again breaking new ground and are proud of the first Swiss crowd-generated project with the support of AI."
Through the creative crowdsourcing on which the campaign is based, Arosa is creating a participatory opportunity. On the other hand, participants can approach the topic of AI in a creative and simple way.
This synergy also convinced Yoveo I Team Farner, which was behind the conception, programming and technical implementation of the campaign. The agency took care of the optimal coordination of Arosa Tourism's needs and the development of the AI solution. In the field of AI, Yoveo I Team Farner relied on the text-to-image open source software Stable Diffusion. This is able to generate attractive images from text input for use in the advertising campaign.
"With the AI campaign, we are creating easy access to the topic of AI, which is still little known to many people. People can actively experience AI and be part of the Arosa advertising campaign at the same time. And to top it all off, Arosa makes dreams come true. This innovative interplay of creativity, brand promise and technology inspires us," says Marco Demont, Partner at Yoveo I Team Farner.
