CREATIVE DIRECTION // SOCIAL MEDIA CAMPAIGN // ONLINE FILM // MICROSITE // FILM DIRECTION

The Brief //

Swiss Airlines was expanding their fleet and commencing a mass recruitment drive in order to hire another 800 Cabin Crew Staff from Germany, Austria and Switzerland into 2016. What we conceptualised was beyond anything they ever could have expected…

The Concept //

As a flight attendant you get to both, travel the world and have  a mobile office with a spectacular view while working... above the clouds.  

This was a Cabin Crew Recruitment Campaign so we chose to bring this attribute to life and target office employees.

The online film was used as the catalyst in regards to mass awareness in Germany, Austria and Switzerland.

Implementation // Guerrilla / Ambient

A mobile theatrical play

A life size theatrical play that was mobile and guerrilla. Reaching up to 6m tall this play was specifically for employees in office buildings in Berlin a week before the Swiss recruitment walk-in assessments were taking place.

We filmed the production and used it as a vessel to generate awareness on targeted social media channels of SWISS, Facebook, Twitter and so on in Germany, Austria and Switzerland.

VIEW FILM HERE

Implementation // The Microsite

All information about the recruitment castings with an aggregated social feed was held in our social hub.

Implementation // The Social Media Campaign

A full social media campaign was orchestrated over the main channels used by the target audience in Austria, Germany and Switzerland. Namely Facebook, Instagram and Twitter...in that order.

#workabouttheclouds

This # is still used today by all flight attendants and SWISS employees alike. Lufthansa, the owner of SWISS also use it too...lest to say it went viral ;)

The Results...

The Swiss Recruitment Campaign was extremely successful with thousands of applicants received within the target countries.

The Campaign has been featured on Creativity Online, Ads of the World, Creative Criminals, AdAge, Creative Guerilla Marketing and Retweeted globally.  

#workabovetheclouds has become part of SWISS Airlines social language and Brand Architechture. 

Credits...

Agency: Webguerillas Zürich

Client: Swiss International Airlines

Creative Director: Ryan Daynes

Director: Dominic Repping

Film Production: Its Us Media Berlin

Copywriter: Daniel Gremli

Social Media: Simon Keller

Illustrator: MUTI

Management: Dino Ceccato