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Non-Traditional
Guerrilla Marketing

Finalist

Entrant: plan.net/ serviceplan, Munich
SWISS International Air Lines
"Instagram Takeover"
  • Corporate Name of Client:
    SWISS International Air Lines Ltd.
  • Client Account Director:
    Alexander Strehler
  • Agency Account Director:
    Florian Nettesheim
  • Advertising Agency:
    plan.net
    serviceplan , Munich
  • Global Chief Creative Officer:
    Alexander Schill
  • Executive Creative Director:
    Axel Thomsen
  • Creative Director:
    Christoph Noe
  • Art Directors:
    Matthijs Mejan
    Felix Steingrube
  • Creative Producer:
    Florian Panier
  • Description of the Project:
  • The Instagram photo-sharing service has 100 million users worldwide. Until today the platform doesn’t have any bookable advertising space.
With “Instagram Takeover“ we have summarily changed that and hijacked the users’ hashtag-based photostreams.
Where hashtags matched flight destinations in Switzerland, such as the International Motor Show in Geneva (e.g. #genevamotorshow), users would unexpectedly come across flight offers from SWISS.
And, of course, every flight could be booked immediately — making this the first, genuine sales campaign on Instagram.