Cannes Gold Lion-winning campaign sends social network pages on a virtual vacation without their owner.

Ogilvy & Mather South Africa had a simple brief from Cape Town Tourism: bring in more visitors for the coming season, and do it cheaply. So Ogilvy SA turned to social media, a budget platform in terms of advertising and the perfect place to share the joys of Cape Town without investing heavily into a global media campaign.

The result was the ‘Send your Facebook Profile to Cape Town’ campaign, where users could sign up to send their hard-working profiles on holiday. Players could choose from interests and activities, and then were virtually sent to Cape Town, with the site sending cyber-itineriaries, providing status updates, video posts and even uploaded photos to people’s profiles. Every participant was entered into a raffle to win an actual trip to Cape Town, flight, accommodations and activities included.

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