There is something special about contemplating Lisbon from above and there are 16 official viewpoints. How do we promote that unique experience?

The “official 16” felt like a somewhat institutional framing, since Lisbon is a set of experiences shared by people. So, what if people shared their hidden viewpoints? Their balconies, terraces and rooftops seen as actual hidden viewpoints. So, instead of trying to sell 16 viewpoints like a product, we turned the experience of contemplating Lisbon from above into the actual process and ultimate content of the campaign. And through continued collective engagement and direct interaction, we shared Lisbon’s spirit with the world.

1. We created the website and launched it together with a teaser/call-to-action video on Facebook and Instagram. Social networks fed the website.

2. Submissions grew on the website and shares multiplied on Instagram.

3. We contacted prominent national bloggers who helped to boost the project.

4. Throughout the whole process, we posted interviews with authors of some of the submissions on Facebook and promoted each new submission on the Lisbon City Council’s Facebook page (on an average of two hidden viewpoints per day).

5. We launched a second online video, featuring hidden viewpoints we had visited, because they were open to visits, highlighting how the project was going and functioning as a second call-to-action.

We launched the website together with a teaser/call-to-action video on Facebook, Youtube and Instagram, inciting people to become part of a mosaic of beautiful photographs of Lisbon’s cityscape.

On Instagram, @miradouros_escondidos (“hidden_viewpoints”) and #lxup generated content that fueled the submissions on the website.

A second film was released online, featuring hidden viewpoints we had visited, because they were open to visits, showing how the project was going and functioning as a second call-to-action.

Throughout the whole process, we kept posting interviews with authors of some of the submissions and promoted each new submission on the Lisbon City Council’s Fanpage.

Lx Up doesn’t only sell the experience of contemplating Lisbon from above. It turns that experience into the whole process and the ultimate content of the campaign.

We found places only a few people had been and shared the authentic spirit of the city by inviting people to pursuing and living it.

So far we’ve reached:

100 hidden viewpoints submitted on the website - totaling 116 viewpoints, which makes Lisbon the city with most viewpoints in the wolrd.

+ 1200 followers on Instagram.

+ 781 phots shared with #lxup

The campaign was news in two of the main national TV channels, RTP and SIC, and featured in all sorts of other media from the print edition of the classic Diário de Notícias to the online and hip Time Out.