A campaign launched in Switzerland aimed at the most daring people, asking them to show how far they will go to win a trip to California. Earn points and grab the final prize, and have fun all along. How Red Are You?
Take a picture of somenthing red. Take a picture of a red door. Can you wear a red suit and run in the streets? Can you spray paint your face all red? Can you eat a red food for a whole week? How Red Are You?
The brief was very challenging, with the objectives of driving a new promotion with very few touchpoints. Beyond creating the concept, we have worked on many components including roll-out plan, website, online games, printed booklets, teaser video with shooting, etc.
Within a week, it had already reaced over 50% of its consumer participation target.
