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Objectives

The objective of the campaign was to increase awareness of Alberta/Canada as the ultimate winter sports destination (awareness) and to sell more trips through KLM and the associated tour operators (sales). The target group comprised the 900,000 Dutch winter sports fans who were still making annual trips to the Alps.

 

Idea

Winter in Canada is so impressive that you truly forget about everything and everyone. It’s the ultimate place to go 100% offline. And that’s something the Dutch could do with. Because we’re online all the time, checking our smartphones as many as 150 times a day.

We let our target group take a test on Facebook (which is where they are most active) to assess their online lives: the Online Rehab. We sent the participant who was shown to be the most online-minded and addicted Dutch person to Canada for 10 offline days!

The campaign

The Online Rehab showed how online you are. By measuring how many Facebook friends you have and how many posts and likes you have, but also by testing how much you know about your own posts and check-ins. And even your friends’! Because if you know which of your friends checked in where and when, you really need to get offline.

The Online Rehab was a personal test that participants could do on their desktop or laptop computer, tablet or mobile.

devices

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PR Attention

The extreme online behaviour proved to be a hot topic. News sites and blogs picked up on this addiction – and also on Canada as the go-to place for being 100% offline for a while.

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Stunt

To generate even more awareness at the end of the campaign, we used a lunchroom to introduce: the Wi-Fi Hunt. Because even in such places we still need to be on Wi-Fi. It was time to let people face up to this, using Wi-Fi itself. This way, their desperate search for Wi-Fi suddenly became a real-life search on the city’s streets. From Wi-Fi hotspot to Wi-Fi hotspot. Those who proved to be best at this also really needed to get offline, in Canada!

Results

More than 15,000 People did the test. Even multiple times. This gave us lots of participants, but also a good insight into our online behaviour. Because we Dutch are truly addicted to the Internet. One person in particular, and we sent her strait to Canada for ten 100% offline days.

These are all the facts.

15,247
Unique
participants
2:22″
Time in game
Facebook community
growth: 31%
77,658
Post Likes
5,859
Comments
3,462
Shares
128,363
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