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Authenticity (180)

Switzerland banks on social stereotypes

Switzerland banks on social stereotypes

Switzerland’s tourism authority has developed an integrated social media campaign that addresses Swiss stereotypes in an ironic way. The campaign was so successful that they decided to follow up with tv episodes that promote the country from one season to another.
 

Why it matters

A lot of stereotypes come to mind when we think of the Swiss: chocolate experts, watch makers, precise and punctual people, but there is more to it than this. The concept of a tourism ad campaign trying to break cultural stereotypes to promote visits isn’t new. What is surprising though is how the social element has added a layer of depth to it. Take for instance the village of Obermutten. With only 80 residents, it has more than 18,000 fans on Facebook. With this initiative, the village has changed the common rules. First, you enter the virtual community of the town, then perhaps you go and visit it. Could this be the new way to engage people and promote tourism?
 

Authenticity
Connectivity
Escape
Italy
Travel & Tourism

The loo roll exhibit

The loo roll exhibit

Is a positive brand experience in a public toilet possible? Creators of the Black Toilet Tissue Renova have launched a new public toilet concept to showcase their products and enrich their brand image. It costs 50 cents to use the facilities but once inside you can pick the tissue paper in the colour of your liking, browse an art gallery and buy Renova products.   
 

Why it matters

The simplicity of the idea is laudable. If you sell toilet paper, why not advertise and sell it in a public toilet? But the scale on which it was done could only be achieved by a brand that has managed to associate itself with celebrities and glamour, which is rather odd for a product such as toilet paper. What out-of-the box places could be turned into proper brand experience platforms? And what products could be glamourised?
 

Authenticity
Experience
Portugal
House & Home

A blood campaign that’s looking for A+ response

A blood campaign that’s looking for A+ response

The National Blood Service in London held a street event to highlight the need to stock up on blood ahead of the Olympic Games.  With an estimated 1.2 million people and 15,000 athletes anticipated to visit London, they expect increased demands on stocks while donations during this period are predicted to drop.

Why it matters

The National Blood Service highlighted the issue by placing half-naked people in the streets and displaying their circulatory system. Are unexpected tactics the best way to sensitise the public about an urgent public health need?

Authenticity
Conscious
Italy
Social Cause
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