SWISS, the national carrier of Switzerland needed to build stronger emotional bonds with the Swiss people. We had a limited budget and a cynical audience. Making any kind of real difference would never have been possible with a traditional advertising campaign.
Positive sentiment for the brand rose more than 200%. The branded TV show ran for 2 seasons. In a country of 7 million people, we enjoyed nearly $1 billion in earned media value.
The activation was promoted with limited media budget. The power of emotion and possibility spread the word for us.
Entries came online, in the mail, even by phone. Thousands asked for a chance to reconnect with loved ones. We relied on user voting and a special panel of judges to select the final 300.