In Switzerland, branded entertainment is relatively underused. Most clients and agencies reserve this form of content for a variation on sponsoring or product placement. And apart from standard data protection and rights to privacy considerations, usage rights limitations does not explain this preference.

The campaign started with Virals, showing eccentric Swiss who did things that

surprised. Show that Switzerland has more than meets the eye. The virals really

went „viral“ and resulted in an enormous feedback, leading to the second

step: Show the world your personal piece of Switzerland and tell your story.

On a special microsite one could register for a test-drive with a car equipped

with a streetview camera. And an on board camera. VJs accompanied the drivers

and caught their stories.

The results were available on the micro-site: Virals, test-drives, personal statements

about Switzerland.

The campaign started with Virals, showing eccentric Swiss who did things that

surprised. Show that Switzerland has more than meets the eye. The virals really

went „viral“ and resulted in an enormous feedback, leading to the second

step: Show the world your personal piece of Switzerland and tell your story.

On a special microsite one could register for a test-drive with a car equipped

with a streetview camera. And an on board camera. VJs accompanied the drivers

and caught their stories.

The results were available on the micro-site: Virals, test-drives, personal statements

about Switzerland.