We sent comedian Bernhard Hoëcker to New Zealand who would discover it for everyone and share his experiences. Users influenced his travel planning with their ideas and suggestions, choosing where he’d go next. First, the most unique suggestions out of the 8,036 entries received were chosen to be realised in reality. Every day, the users in Germany voted, and Bernhard Hoëcker did as he was told – in his own way. We documented his experiences and thanks to the time difference we were able to upload these to YouTube on the same day.

The generated user-ideas supplied a wealth of inside info for optimisation of content and an authentic base for the continuation of the campaign.

Via precise targeting we were able to reach 70% of the core target group and guided 25,000 users to partner sites. Despite high advertising pressure (333m impressions) we were able to increase the referral rate by 240% compared to the 2010 campaign and thanks to iterative real-time optimisation another 350% within the campaign period only. This exceeded the client’s goals. Bernhard Hoëcker talked about his experiences on TV in front of an audience of millions.