Introduction

Our client, Cape Town Tourism, briefed us to come up with an online campaign that promotes the unexpected side of Cape Town and increases tourism to all the small communities, never heard of places and unearthed gems that can’t be found on Google, Wikipedia, Trip Advisor and Expedia.

So we thought… How can we show people this side of Cape Town without actually sending them there?

The Idea

By doing the next best thing and sending their Facebook profiles instead. They got a virtual, tailor-made Cape Town holiday that exposed them to the small communities and hidden gems. An unexpected side of Cape Town they wouldn’t have found in any other way. And finally, a few lucky winners got to experience their Facebook profile’s holiday for themselves.

Case Study

Branded Content

Online Videos

Three 30 second online videos intrigued the online world by showing them various Facebook profiles enjoying well-known tourist attractions in Cape Town.

Facebook Tab

Potential tourists could tailor their own one-of-a-kind 5 day Cape Town itinerary. Receive a unique Boarding Pass and then just sit back and watch as their profile discovered new and unexpected places. Throughout their virtual holiday, they could delve deeper into the places their profile visited and also ‘like’ and share it with their friends.

Facebook Profile and Video

Generated posts and profile content were posted on behalf of each potential tourist. At the end of each person’s Facebook profile’s holiday,
they received a personalised video with all their profile’s Cape Town holiday highlights.

Awards

2013 Cannes Gold – Branded Content
2014 Creative Circle Ad of the Year – Digital
2013 Gold Loerie – Best digital campaign
2013 Cannes Shortlist – Cyber
2013 Cannes Shortlist – Direct
2013 Clio Shortlist – Digital
2013 Gold Assegai – Multiple Channel Campaign Award
2013 Silver Assegai  – Branded Content
2013 Gold Bookmark – Best Social Media Campaign
2013 Silver Bookmark – Branded content

2013 Best of Ogilvy
2013 WPPed Cream – Integrated Winner

2013 Best Interactive – Bestadsontv
2013 SMITTY Awards – Best Overall Use of Social Media