Our ‘Get Swissed’ competition made for user-generated content that helped us convince fellow Australians of all that Switzerland has to offer.

THE CHALLENGE
Switzerland Tourism approached SCA with some ambitious objectives: to move Switzerland up in the consideration set for those intending to go on a European holiday, increase overnights by 5% year-on-year by Australian visitors and create a sustained engagement by a minimum of 10,000 Australians.

THE INSIGHT
Australian’s look for experience, culture and adventure in an overseas holiday, however they currently perceive Switzerland as just another snow and ski destination.  However, once they become aware of the full breadth of what Switzerland has to offer, it becomes an appealing top five destination.

THE SOLUTION
We began the ‘Get Swissed’ campaign by launching generic branding executions in market. This helped us lay the foundations for a series of user-generated activations that would unfold later in the campaign.

We then – launched “Get Swissed” to Aussies via radio, digital and social media. We asked our audience to create a short video explaining why they want to win a free trip to Switzerland.  Not only did this create hype, but we were able to show everyone at home how much Switzerland has to offer, straight from the mouths of the public

We selected the best entries and sent our winners and a film crew to Switzerland. We set them a variety of tasks, and only a few days to complete them, ranging from the historic, to the gourmet, to the extreme. The more they “Got Swissed” the more money they won. By the end of the trip, our winners had claimed the full $5,000.

We cut the footage into four webisodes launched over four weeks, with supporting interviews, social media, digital and radio updates. For their own chance to ‘Get Swissed’ our audience had to watch the videos and answer specific questions, making for very engaging content.

We also took “Get Swissed’ to the streets of Sydney and Melbourne, handing out samples of Swiss food and culture while driving people to watch the videos online.

THE RESULTS
95% of those who heard the campaign ranked Switzerland in their top five European destinations.
37% of those who heard the campaign acted by hitting GetSwissed.com, searching the internet, talking with family and friends or talking to a travel agent.
Positive year-on-year uplift in sales over the campaign period
We reached an estimated five million Australians nationally, across four mediums (radio, digital, experiential, direct) and over ten channels.
We exceeded our client’s engagement goal by 133% across the campaign.
Over 70,000 videos views across GetSwissed.com.au and YouTube.
Over 30 minutes of pure Swiss content uploaded by users.
Over 620 shares via Facebook, reaching an estimated 81,000 people.
Twelve hours of street events talking to an estimated 41,000 people across Sydney and Melbourne.