Spreading a warm Fribourg welcome throughout Switzerland with viral videos

Canton of Fribourg

Philipp Skrabal

Philipp Skrabal

Partner & Chief Creative Officer

Daniel Jörg

Daniel Jörg

Partner, Head of Digital Marketing & Research

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Challenge

An official ceremony is to be held to marking the opening of the Poya Bridge, which crosses the divide between German and French-speaking Switzerland known as the ‘Röstigraben’. We cast the bilingual canton as a mediator, bridging the gap between two regions with different languages.

Strategy & solution

Five web videos on the ‘Fribourg effect’ are produced in which prominent adversaries like Obama and Putin or Swiss politicians Blocher and Calmy-Rey cross the human divide and overcome their differences. There is also a competition to win a gourmet weekend in Fribourg.

Impact

The campaign reaches over one million people on social media and garners 150,000 video views. It also generates over 1,600 email leads and 1,000 Facebook likes. The campaign also features on the cover of Swiss news journal 20 Minuten.