Ogilvy & Mather South Africa had a simple brief from Cape Town Tourism: bring in more visitors for the coming season, and do it cheaply. So Ogilvy SA turned to social media, a budget platform in terms of advertising and the perfect place to share the joys of Cape Town without investing heavily into a global media campaign.
The result was the ‘Send your Facebook Profile to Cape Town’ campaign, where users could sign up to send their hard-working profiles on holiday. Players could choose from interests and activities, and then were virtually sent to Cape Town, with the site sending cyber-itineriaries, providing status updates, video posts and even uploaded photos to people’s profiles. Every participant was entered into a raffle to win an actual trip to Cape Town, flight, accommodations and activities included.
The campaign recently won a Gold Lion at Cannes for ‘Best use or integration of digital or Social Media’ and was seen as a resounding success.
Why I’m Curious: I’m always curious around best-in-class use cases of digital and social integration. I think this is a clever solution to engage consumers throughout the world and showing off Cape Town at a relatively low cost. While I do find it to be a nice execution of content distribution, I am curious if Cape Town tourism saw any increase in their actual tourism revenue.