Secrets Behind How SS+K and Visit Iceland Proved Impact and Won the Industry's Top Global Awards
Challenge
Creative agency SS+K and partners Peel and M&C Saatchi Group developed a new ad campaign for Visit Iceland that positioned Iceland as the dream respite from the pandemic. The campaigns were a hit with critics, but the campaign's job was to drive travel demand for Iceland:
“It’s easy to see the press coverage or the sentiment on social media, but we needed to know if the campaign was really growing interest in and plans to visit Iceland.” - Elena Claro, SS+K Senior Strategist
Solution
SS+K used Swayable to prove the impact of the campaign creative, zeroing in on the three metrics that defined success for the campaign strategy: Dream, Plan, Book.
“Being able to report how the ads performed against each step on the journey has helped us to crystallize the impact of our work.” - Elena Claro, SS+K Senior Strategist
Results
Swayable test results revealed that SS+K’s creative increased the likelihood of people to rank Iceland number one for their next holiday and start planning their trip. SS+K included Swayable data as key proof points in awards applications, picking up three Cannes Lions, two ANDYs, five Effies, one Pencil from the One Show.
“It was important to have something concretely measured with our target to show that our campaign was not just a flash in the pan, but it drove real brand and business results.” -Elena Claro, SS+K Senior Strategist
What did the campaign look like?
‘Scream’ positioned Iceland as the perfect destination to let out the pain of living through the COVID pandemic. Visit Iceland launched a site where participants could scream into their phone, and that scream would be played live on one of seven speakers across the seven regions of Iceland.