"The Great Escape" - out of everyday life, up into the mountains
Editorial
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June 10, 2017
The campaign title "The Great Escape" has nothing to do with the movie of the same name. Breaking the shackles is intended to symbolically encourage stressed city dwellers to break new ground. The idea is to travel directly from Zurich main station to the idyllic and peaceful Graubünden mountain village of Vrin. Vrin is the rearmost village in Val Lumnezia, the "Valley of Light." The award-winning viral marketing campaign was implemented by Zurich-based advertising agency Jung von Matt/Limmat AG. The awards were presented at the APG |SGA Poster Night in Zurich on March 10, 2016. The project "The Great Escape" was the first animated, interactive work to be awarded the title "Poster of the Year 2015".Increase awarenessThe aim of the campaign was set by "Graubünden Ferien". The task for the communications agency was to make city dwellers aware of the beauty of the small villages in Graubünden. The core message was to show stressed-out city dwellers that a relaxing, peaceful world can be found just two hours by train from one of the most hectic places in Switzerland.an e-panel was placed centrally at Zurich main station, right where thousands of commuters pass by. At first glance, it looks like a nice advertising poster with a satisfied alpine farmer.However, the mountain man Ernst Scherrer did not remain static in the frame, but actively approached the commuters - in real time. He engaged the passers-by in conversation and invited them to pay a spontaneous visit to the mountain village of Vrin with a snack. Anyone who still doubted the live nature of the conversation was proved wrong. If a commuter decided to accept the invitation, the mountain dweller immediately printed out a train ticket via the app, which could be taken from the digital advertising poster."An initiative that combines state-of-the-art technology with the charm of a human counterpart and opens completely new doors for outdoor advertising," commented jury president Christian Brändle on the overall winner across all categories.There are no excusesAnyone who said "yes" to a spontaneous trip to the mountains didn't have to worry about apologizing to their supervisor. Ernst Scherrer took this task into his own hands. He also promised a mother with a child professional childcare in the mountains. The mountain man managed to lure 30 people onto the train to Vrin in the peaceful and beautiful mountain world. The Vrin visitors were just standing in front of the poster at the main station. A few hours later, they were part of the poster and experienced an atmospheric day in the mountains. With this campaign, "Graubünden Ferien" showed how short the journey from the stressful city to the peaceful and relaxing mountain world can be.A complete successThe communication goals were exceeded by far. The primary aim of the campaign was to draw attention to the numerous small, beautiful mountain villages in Graubünden. This was not only experienced by Älpler Scherer's 30 guests, but also by more than 80 million people worldwide via all media channels.https://www.youtube.com/watch?v=l8Y5MDVhZDQ***********The combination of a popular figure and technology workedINTERVIEW Manuela Michel is the campaign manager and a member of the management team at "Graubünden Ferien". In this interview, she reveals what motivated the campaign and what its success looked like.MK How, where and with whom did the idea originate and what was the objective?MANUELA MICHEL We developed the idea together with our agency Jung von Matt/Limmat. The aim was to make the great offer of the authentic and quiet mountain villages in Graubünden better known.MK What did your agency briefing look like?MICHEL The task was to launch a campaign in which an exchange between town and country takes place. The aim was also to draw attention to our beautiful mountain villages.MK What was achieved with the campaign?MICHEL Our expectations were exceeded by far. The video was very well received by the community and was diligently shared and liked. So it spread independently. The entire media world took notice and TV formats such as RTL Aktuell reported on it. The campaign was even written about overseas, for example in Brazil. Important reporters included The Huffington Post, Focus Online, Spiegel Online, 20 Minuten, watson, NZZ etc.MK Are there measurable results, e.g. from the social media channels?MICHEL We achieved 11 million views on YouTube and Facebook. In addition, 80 million people heard about the campaign through the media (TV, print, online).MK Were the communication goals achieved?MICHEL Even if you do a lot for success, you can never plan such a great response. That's why we held back on setting targets. The minimum targets were then exceeded by far.MK What were the main reasons for this success?MICHEL The choice of Ernst Bergler was a clear success factor. With his natural and likeable manner, he was very well received by commuters.
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The campaign title "The Great Escape" has nothing to do with the movie of the same name. Breaking the shackles is intended to symbolically encourage stressed city dwellers to break new ground. The idea is to travel directly from Zurich main station to the idyllic and peaceful Graubünden mountain village of Vrin. Vrin is the rearmost village in Val Lumnezia, the "Valley of Light." The award-winning viral marketing campaign was implemented by Zurich-based advertising agency Jung von Matt/Limmat AG. The awards were presented at the APG |SGA Poster Night in Zurich on March 10, 2016. The project "The Great Escape" was the first animated, interactive work to be awarded the title "Poster of the Year 2015".Increase awarenessThe aim of the campaign was set by "Graubünden Ferien". The task for the communications agency was to make city dwellers aware of the beauty of the small villages in Graubünden. The core message was to show stressed-out city dwellers that a relaxing, peaceful world can be found just two hours by train from one of the most hectic places in Switzerland.an e-panel was placed centrally at Zurich main station, right where thousands of commuters pass by. At first glance, it looks like a nice advertising poster with a satisfied alpine farmer.
However, the mountain man Ernst Scherrer did not remain static in the frame, but actively approached the commuters - in real time. He engaged the passers-by in conversation and invited them to pay a spontaneous visit to the mountain village of Vrin with a snack. Anyone who still doubted the live nature of the conversation was proved wrong. If a commuter decided to accept the invitation, the mountain dweller immediately printed out a train ticket via the app, which could be taken from the digital advertising poster.
"An initiative that combines state-of-the-art technology with the charm of a human counterpart and opens completely new doors for outdoor advertising," commented jury president Christian Brändle on the overall winner across all categories.There are no excusesAnyone who said "yes" to a spontaneous trip to the mountains didn't have to worry about apologizing to their supervisor. Ernst Scherrer took this task into his own hands. He also promised a mother with a child professional childcare in the mountains. The mountain man managed to lure 30 people onto the train to Vrin in the peaceful and beautiful mountain world. The Vrin visitors were just standing in front of the poster at the main station. A few hours later, they were part of the poster and experienced an atmospheric day in the mountains. With this campaign, "Graubünden Ferien" showed how short the journey from the stressful city to the peaceful and relaxing mountain world can be.A complete successThe communication goals were exceeded by far. The primary aim of the campaign was to draw attention to the numerous small, beautiful mountain villages in Graubünden. This was not only experienced by Älpler Scherer's 30 guests, but also by more than 80 million people worldwide via all media channels.https://www.youtube.com/watch?v=l8Y5MDVhZDQ***********The combination of a popular figure and technology worked
INTERVIEW Manuela Michel is the campaign manager and a member of the management team at "Graubünden Ferien". In this interview, she reveals what motivated the campaign and what its success looked like.MK How, where and with whom did the idea originate and what was the objective?MANUELA MICHEL We developed the idea together with our agency Jung von Matt/Limmat. The aim was to make the great offer of the authentic and quiet mountain villages in Graubünden better known.MK What did your agency briefing look like?MICHEL The task was to launch a campaign in which an exchange between town and country takes place. The aim was also to draw attention to our beautiful mountain villages.MK What was achieved with the campaign?MICHEL Our expectations were exceeded by far. The video was very well received by the community and was diligently shared and liked. So it spread independently. The entire media world took notice and TV formats such as RTL Aktuell reported on it. The campaign was even written about overseas, for example in Brazil. Important reporters included The Huffington Post, Focus Online, Spiegel Online, 20 Minuten, watson, NZZ etc.MK Are there measurable results, e.g. from the social media channels?MICHEL We achieved 11 million views on YouTube and Facebook. In addition, 80 million people heard about the campaign through the media (TV, print, online).MK Were the communication goals achieved?MICHEL Even if you do a lot for success, you can never plan such a great response. That's why we held back on setting targets. The minimum targets were then exceeded by far.MK What were the main reasons for this success?MICHEL The choice of Ernst Bergler was a clear success factor. With his natural and likeable manner, he was very well received by commuters.
