Our client Tourism Ireland approached us in mid-2022: there was still a budget of 60,000 euros left. How could it best be used to reach a fresh and young target group? We suggested a YouTube campaign that would tie in with the international "Fill your heart with Ireland" campaign.

There was no content briefing, just the requirement to reach as many people as possible who might not yet have Ireland on their radar. That's why we decided in favour of an unconventional approach and Uke Bosse, a presenter, gamer and professional nerd. The aim was to surprise people and not just introduce them to Ireland, but to allow them to immerse themselves deeply and experience the country emotionally. In doing so, we clearly focused on humour - the first choice if you want to arouse the interest of a young target group online. It worked out, the thing went viral!

It's a cliché: holidays in Hawaii - everyone dreams of it! Sun, palm trees, beach! But as is always the case with clichés, there is also truth in them: that's why our main actor Uke Bosse is happy to be shooting a commercial in Hawaii. But then the job is unfortunately cancelled and he is asked to shoot in Ireland instead. Ireland instead of Hawaii? That sounds like a bad deal at first. Many people associate Ireland with harsh weather and don't have it on their list of holiday-destinations.

And Uke is not amused either! But then, over the course of the clip, Uke not only falls in love with the country, but also with the people, their culture - well, and the sheep of course...

The 3.5-minute main film on YouTube was pushed with a media budget of around 20,000 euros. The performance agency's goal here was 720,000 views and 900,000 impressions. The campaign film itself far exceeds expectations and is viewed by over 1.6 million people and achieved 10.3 Million Impressions (overall, all channels) with an engagement rate of 11.4%.

Other channels: Consumer newsletter: sent to approx. 63,000 recipients, TikTok: 3,510 views, 220 engagements - top performer. Press clippings: over 15 clippings in the trade press, including the most important marketing medium HORIZONT.

The client was so satisfied with the collaboration, the realisation and, above all, the performance that we are already working on the creation of a follow-up campaign.

We will be shooting with Uke Bosse in Ireland again. Shooting date: April 2024 and the campaign launch is planned for mid-2024.