Switzerland Tourism recreates cable car ride on billboard

A 3D replica of a cable car and a railing track was created on a 30X20 feet billboard. The movement of the cable car was controlled by a gearbox. The campaign comprised 170 different media touch points across Mumbai.

Imagine the mesmerising landscape of Switzerland on the streets of Mumbai. SwitzerlandTourism has tried to Switzerland closer to Mumbai through an OOH innovation executed on a 30X20 feet billboard.

This involved a 3D mini replica of a cable car, with a motion path similar to the real one. The cable car moved up and down over the billboard with the help of a gearbox. In the background, the creative showcased an image of Mount Titlis, which stands tall at 10,000 feet. The innovation highlighted the cable car travel arrangement in Switzerland, which offers fantastic views of the landscape. It was strategically placed at Worli Naka, one of the high traffic areas in Mumbai.

The innovation was supported by traditional 2D creatives on regular outdoor formats. The creatives showcased vibrant images of the geographical diversity that can be found in the country in a bid to establish the core communication objective of the campaign, and also fascinate and intrigue people with visual appeal.

"Top of the mind recall and clutter breaking innovations are what separate an ordinary advertising and marketing campaign from a successful one. The objective was to utilise the OOH space effectively and build presence and reach along key arterial junctions and traffic points in order to reach the right TG (target group)," comments Ritu Sharma, interim director, Switzerland Tourism on the object of using the OOH medium.

Imtiyaz Vilatra, founder member and managing partner, Milestone Brandcom, says, "The objective was to bring to light the diversity of landscapes Switzerland has to offer. The campaign aims to target the upper middle class, who invest in good vacations. The company has come up with various attractive welcoming offers to explore the immaculate beauty that Switzerland has to offer. The mesmerising dream-like locations and attractive rates offered by the company, combined with the right media mix along key arterial routes, helped in targeting the right audiences."

The entire media plan of the OOH campaign includes 170 different kinds of media touch points such as billboards, backlit bus shelters, backlit pole kiosks and large format mall facades.

With the tagline, 'Explore Switzerland', the company aims to promote Switzerland as a popular holiday destination in the world and the main focus was to showcase the different destinations in Switzerland, along with special offers from tour operator partners in India.

The 15-day campaign was an extension of the earlier campaign, 'We do whatever it takes to make your holidays perfect', carried out in 2011.