Meet “Sifis”, the personification of our brand, a kind, warm, adorable Cretan who is ready for adventure. We deployed a video campaign across multiple digital Media, showcasing a “fish out of water” story of our amicable Sifis, as he imbues a bit of Crete to the Cyclades Islands.
We followed up on viewers of our “product” campaign with an online activation. Sifis asked the help of the public to help him plan his trip to the Cyclades Islands and discover new places. The user generated content was compiled in a dynamically expanding travel website and shared in social Media. As a reward for their help, Sifis promised to send them a personal thanks via a traditional Cretan “mantinada” song.
A few days after sending in their travel tips, participants received an unexpected surprise in the inbox. Sifis replied to each of the participants with a personalized video mantinada, referring to them by name and in many cases thanking them for their specific tip. As the videos started to be shared online, this fueled a wave of people that were actively seeking out the campaign, simply to be gifted a “mantinada” themselves. It took ~10 days to receive the first 100 travel tips, but by the end of the campaign, three week later, we had sent out 1.913 mantinades.
The campaign was underpinned by a smart Media strategy, identifying the point of entry of each participant (i.e. the original Video, organic traffic to the tour guide site, clicks from e-mail) and redirected them to other touchpoints of our campaign, ensuring that everyone had experienced both the activation and the main product campaign.