I haven’t done an evaluation of an Interactive campaign in awhile so I thought I’d do one today. Ad agency Rodolfo from Sweden executed this campaign for Air China with the idea to raise awareness that Air China flies not only to China but also throughout Asia, while also making the brand a winner in the Swedish market.
I believe this campaign was successful because of one key line in the video; “Focusing close to home” (at 17 seconds). They researched what Swedes already visited and were familiar with the Asian areas they were targeting, and pin pointed them to be the ones to create media for them and spread their word socially through Facebook. Their contesting idea is great too, because you could literally see who was checking in the most through Facebook, and displaying a leader board created a means for competition. 24 free trips (one a week) is also a great enough number for a user to be interested enough to actually participate.
Their reach and results are great and prove how a little incentive can go a long way to raising and strengthening a brand.
Competition is not only the basis of protection to the consumer, but is the incentive to progress.