The Challenge:
Iceland had just developed an important long-term tourism and export strategy to be recognized as a leading country in sustainability. Then Covid-19 hit and travel ground to a halt. With Iceland’s economy being heavily reliant on tourism, this hit Iceland deeply. The country needed travelers to visit again, as soon as it was safe to do so.
How do you rekindle immediate interest in traveling abroad in the middle of a global pandemic— with dwindling budgets and even shorter attention spans— all while supporting the long-term vision for the brand?
The Insight:
We used analytics to identify a particular set of “First Movers” in key markets around the world, people who were desperate to travel again, and would be more likely to travel as soon as Iceland’s doors re-opened.
We then developed a unique insight linking together First Movers around the world, a universal truth only made possible by a once-in-a-generation shared struggle: no matter where you were, living under the oppression of a global pandemic, suffering from months of forced solitude and stress, both mentally and physically, and constant fear of personal safety and well-being— a very simple, human need to somehow unload all of that frustration building up inside you. A need to scream like no one’s watching!
The Approach:
We developed a creative idea meant to strike a deeply emotional cord with our First Movers amidst the stress and anxiety of cooped-up life in COVID: Looks Like You Need Iceland.
The campaign launched with a PR-worthy interactive experience. People from all over the globe were invited to “Let It Out” by sending their shouts of frustration online to be released in Iceland’s gorgeous, vast landscapes.
We teased it through digital & social content, and invited influencers in countries around the world to be the first to release screams into the wild. We even got a renowned scream therapist to talk about the importance of scream therapy in times of stress.
The Results:
This approach resonated with audiences across the globe, capturing the cultural zeitgeist. In just 2 weeks, our campaign was featured in 800+ broadcast, online, & print outlets; reached 2.6 billion people; and earned $18.8 million in free media. Everyone from actress Priyanka Chopra to newscaster Al Roker joined in.
Importantly, it also convinced First Movers desperate to travel again. Icelandair reported a 17% lift in travel searches as a response to the campaign, and Expedia saw increases in travel searches by up to 48% in certain regions. Overall, the campaign increased consideration by up to 90% and purchase intent by 5.7x in key markets, and moved Iceland to the top of head-to-head travel destination rankings for where people would like to fly first after Covid lockdown ended.
The campaign also paved the way for viewers to explore how Iceland’s unrivaled nature, sparse population, quirky culture and innovative health practices could provide travelers with a sense of personal sustainability-- tying their immediate needs to the country’s longer term vision.