The strategy: In an effort to create awareness for Canada as an alternative holiday destination for the Australian sun worshipper, we developed a new mobile brand experience: With myTAN you were able to control your tan, track your overall sun exposure time, screen your tanning environment and do a skin exam on a regular basis. This long term benefit for myTAN users was linked to the functionality of exploring sunny beaches in Canada, the northern hemisphere, with less hazardous ultraviolet (UV) radiation.
In an effort to create awareness for the Yukon Territory as a unique holiday destination, we developed a digital marketing campaign and established a new, fascinating mobile service for travellers – the iQueue© – a global queuing network. It turned out, that we created a new social movement: iQueuing.
The core campaign message was: “Discover the Yukon – vacation without line-ups.” We invited tourists across 7 key international markets who were waiting in long line-ups to get swopped by iQueuers so that they had more time to explore nearby areas. We made that possible by establishing a new real-time mobile service called iQueue. Behind that service was a network of friendly people managed and organized through a website and mobile mesg. platform. The app got featured just recently on BBC
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