We recruited volunteer travelers through Facebook and received over 3000 applications within a week. Hanna and Valtteri were selected and flown from the Finnish winter to sunny Lisbon with three-hours notice. Their holiday could be followed through daily blogging and a minireality-show was screened as TV spots and online.
Sales for city trips went up with +600% during the first week of the campaign comparing to the same time the previous year.
Agency: 358 | Creative Director: Antero Jokinen | Art Director: Maria Fridman | Copy: Taro Korhonen | Director: Juho Konstig