Most-viewed commercial: Switzerland Tourism receives YouTube Award
Zum ersten Mal wurde für den meistgesehene Youtube-Werbespot ein physischer Award überreicht. Für das zweite Quartal 2017 geht der Preis an Schweiz Tourismus mit dem von Serviceplan Suisse kreieriten Spot «Die Natur will dich zurück».
Patrick Warnking, CEO of Google Switzerland, presented the YouTube Award in person, the first time it has been presented in physical form. The award for the most-watched Swiss commercial in the second quarter of 2017 was presented in triplicate, with one each: The team from Switzerland Tourism (Nicole Diermeier; Head of Marketing, Thomas Winkler; Head of Digital Management, Christoph Brülhart; Head of Digital Marketing & Consulting, Sven Hauser; Digital Marketing Manager, Diana Rizzo; Project Manager Marketing Summer and Samuel Zuberbühler; Manager Marketing Summer), the agency Serviceplan with Diana Wick Rossi; Head of Creative Planning, and finally Thomas Dirnhofer, who was responsible for the concept and direction. Dirnhofer and Wick Rossi were unable to accept the award in person for scheduling reasons.
The summer spot shows an office worker who gradually becomes more authentic and natural again in nature - undergoing a transformation, so to speak. Switzerland Tourism's summer spot "Nature wants you back" was well received by users because it was surprisingly packaged and quickly edited, and contained a good pinch of absurdity by alternating between the office and nature.
The ad achieved 10.3 million views in the measured time. A view is counted as soon as the user has watched the video for at least 30 seconds. The ad was shared over 1,400 times and the average playback time was 1 minute 5 seconds. If the playback time of all users were added together, it would take 22 years and 359 days. For the algorithm that determines the ad ranking, these metrics are an important currency - especially the watch time, because it expresses greater relevance and user interest. Second to fifth place went to Metro Boutique, Micasa, Migros and McDonald's Switzerland.
You can find more on this topic in the current Industry report 12 "Moving image" (part of Advertising Week 17/2017). The article "More website visitors thanks to a wild YouTube office list" explains Switzerland Tourism's cross-media moving image campaigns.
