Our strategic approach for this activation was based on 2 pillars.
First of all, we used the ‘exotic & escape’ approach of the brand
and secondary we made use of 2 of the most popular social media trends in Greece, a. the expression “tifasi” and b. the “Expectation VS Reality” memes.
After creatively combining all of those elements, the microsite www.tifasi.com was created. Users were asked to make their own ‘tifasi’ meme by choosing an image of where they are now and an image of the place they would like to be. Subsequently, they were able to share their ‘tifasi’ meme on Facebook & twitter and take part in a big draw.
The activation was supported by Facebook ads, bumper video and other advertising formats.
Bumper ad example: