Webguerillas makes Edelweiss take off
Webguerillas managed to secure Polo Hofer and Knackeboul for the current Edelweiss campaign. The duo recorded a vacation song that also serves as the new corporate song. Prior to that, the musicians had caused a stir at the airport with a guerrilla marketing campaign.
Edelweiss Air passengers were amazed when they were greeted by Polo Hofer and rapper Knackeboul at the Bagage Claim at Zurich Airport in early September, according to a press release. The Swiss artists asked passengers about their most memorable vacation experiences and spontaneously packaged them into a vacation song (see video).
With short videos and posts about the action, bloggers, Facebook users as well as Twitterers with a high reach and credibility on the social web built up tension and speculated what was probably behind the airport action.
High reach thanks to media mix
Two weeks after the guerrilla action, it was official: The dialect rocker and his Mundartist colleague make common cause and bring Switzerland a new earworm, the via iTunes can be loaded. "Am Himmel isch es Edelwyss" is about the longing for the wide world and the sweet idleness.
The campaign and the song release were accompanied by seeding, alternative, but also classic PR measures: Contributions to the unequal musician duo in print, radio and TV formats such as 20 Minuten or Glanz & Gloria again increased the attention for the Edelweiss Air brand.
How to create the longest vacation song in the world
From October 5, the campaign goes into the next round: Polo and Knackeboul want to record the longest vacation song in the world. For this, they are dependent on help: Everybody can vote on the Edelweiss Air Facebook page The musicians will then spontaneously create new verses at 5 p.m. in front of the camera. To ensure that the world's longest vacation song is actually created, the best vacation anecdotes from Edelweiss Air fans will be collected and set to music over the following three weeks.
Responsible at Edelweiss Air: Corinne Römer and Monika Blaser (Marketing). Responsible at Webguerillas: Philippe Stuker (overall responsibility), Conrad Malcher (creative direction), Daniel Gremli (conception), Moritz Capelle (operations and innovations), Richard Wegele (art director), Ennio Cadau (copy), Dominique Lauber (social media), Christian Schiller and Elie Kerbage (PR), Tatjana Meichtry and Peter Broder (consulting).
