Brief
The Make My Switzerland app brings an alternative local perspective on the best things to do in Switzerland’s main cities. It is packed with expert advice, insider tips and recommendations from 30 on-the-ground ambassadors. Whether you’re feeling active in Lucerne, cultural in Bern, stylish in Geneva or social in Basel, the ambassadors provide expert local knowledge, opinions, pictures and video content on the kind of places they would usually keep to themselves. Click on the phone to download app.
The objective of the campaign was to:
- Increase the app’s popularity and generate downloads across iOS and Android platforms.
- Entice the audience via a competition that offered app users a chance to win back their holiday.
- Highlight offers and giveaways such as discounts on city tours, museums, airline tickets, all of which were available to users as part of downloading and using the app.
Strategy
As the campaign had a fixed deadline due to the associated competition, Digital Dialog launched an aggressive strategy to achieve the desired number of downloads across both iOS and Android platforms. Our marketing mix included social media, mobile advertising and a higher than usual emphasis on online PR.
We reached out to over 500 bloggers and influencers within the travel media and were able to negotiate good coverage across many prominent placements. The creative team produced multiple compelling ad units aimed at enticing the audience with the attractive offers bundled with the app. These were created for each channel and in a variety of IAB compliant ad sizes including rich media format.
Results
5000
Over 5,000 downloads in five weeks
65
iTunes ranking shot up from 396 to 65 during the campaign
140
Over 140 websites, blogs and magazines published the press release
