On a grey day in the middle of the endless Swedish winter, the leading travel company TUI asked us to help them ”become the talk of the town” with the goal not only to strengthen their brand but to boost their sales on summer holidays. ”Why settle for the town when the world is our oyster?”, we asked ourselves.
Long story short: We built a perfect replica of a Mediterranean beach, set it up at one of Sweden’s most busy locations and employed the first ever ”professional slackers”. Their job? Faking an all-inclusive vacation. The campaign gave vacation vibes to over 200 million people through earned channels and TUI exceeded their sales goals for the period by far.