For SWISS International Air Lines, we were asked to create an idea on social media to reach a new target audience for non-stop flights to Switzerland. We chose the first big event of the year, the International Geneva Motor Show, which is not only one of the biggest but also one of the most famous car exhibitions worldwide. Prospective visitors who were searching for information or images of the International Geneva Motor Show in Instagram found the related photostreams marked with an associated hashtag. In these search results, the user found the latest SWISS flight offers to Geneva.

Launch the campaign
Published
April 2013
Topics

The Story

For SWISS International Air Lines, we were asked to create an idea on social media to reach a new target audience for non-stop flights to Switzerland. We chose the first big event of the year, the International Geneva Motor Show, which is not only one of the biggest but also one of the most famous car exhibitions worldwide. Prospective visitors who were searching for information or images of the International Geneva Motor Show in Instagram found the related photostreams marked with an associated hashtag. In these search results, the user found the latest SWISS flight offers to Geneva.

We simply placed photos in Instagram photostreams! The photostreams marked with a hashtag relating to the International Geneva Motor Show represented a range of images that together add up to a picture of a SWISS airplane. By clicking on the seat of your choice, you could book a flight to Geneva from several cities in Europe directly inside the Instagram app. We used Instagram hashtags as a kind of targeting mechanism to reach new target audience without a single line of code.

The Technology

  •  

    Search

    Instagram Search

  •  

    Social

    Instagram

  •  

    Web/Apps

    Instagram App

The Results

After the launch of the campaign, the press started to write about it and people started to share it on social media channels, which gained SWISS a lot of free publicity without any media spend.

5

team members working on this project

92

total hours spent on this project

0.0023

gigabytes of data used

Launch Date 30 January 2013