Promote Iceland / Inspired by Iceland

Oct 28, 2015
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Iceland is one of the world’s most beautiful, interesting and inspiring countries. Yet it remained a hidden secret, until 2010 when the eruption of the Eyjafjallajökull volcano combined with a global banking crisis meant they shot to the top of the headlines for all the wrong reasons. Tourism, the economy’s greatest driver, was on its knees, so the Icelandic President looked to communications to help bring tourists back. After a global pitch, we won the task with a solution that sat firmly in social, digital and the power of people and we’re proud to say we’ve worked with them ever since.

Our people powered ‘Inspired by Iceland’ platform sits firmly at the centre of all our activity with different chapters of the story created annually depending on seasons and objectives.

First up was re-branding the country as a destination to be ‘found’ and ‘explored’, a real premium adventure for those with the right spirit. Our audience were led by experiences, digital natives who listen to their peers via word of mouth. Paid for advertising was not going to cut it with Generation Y. We needed to engage in a different way that encouraged them to share stories, make recommendations and make up their own minds.

In year one, we used our platform to turn the cycle of negativity on its head and create a virtual social movement of our own recruiting Icelanders via ‘Iceland Hour’ when the President stopped the country and asked people to share their own stories online.

In year two, we tackled the Winter season, taking the idea one step further, encouraging Icelanders to invite people in to their homes to have their own Icelandic experiences.

Ever since, we’ve been creating special moments that our audience can ‘find’ online and the media want to talk about, from travelling mini pop-up culinary experiences & rock concerts, to an Icelandic Academy to help tourists get the most from the country and most recently ‘Ask Gudmunder’ providing our own ‘human search engine’ to encourage tourists to explore beyond ReykjavÍk and the hot springs.

CHANNELS

Digital, PR, Social, Content, Experiential, Advertising

RESULTS

— 43:1 ROI

— £25.8million media value

— Grand Prix and 4 x Golds at the 2016 European Effie Awards

— Social Media Agency of the Year at the European Effie Awards

— Three Cannes Lions for PR and Social Media in the last three years

— Gold awards for PR, social and integrated at the IPA Effectiveness Awards

The Brooklyn Brothers

We’re the Earned 1st Ad Agency and a global network built for the modern world. From the outset, we built an agency capable of answering the needs of future-facing clients - those who demand big brand ideas without the heavy overheads of complex structures, multiple departments or the reliance on solely paid media. And we love to partner with ambitious marketers, who like us, believe that in today’s opt-out culture attention can no longer be bought, it must be earned first. We always strive to create big brand ideas that truly matter, the ones that will ‘Rise Above the Noise’ of culture, rise above the conventions of category and rise above the constructs and constraints of ‘traditional’ advertising. Because we believe that these are the ideas that earn their place in consumers lives and drives business outcomes for brands. We’ve combined the best of traditional ad agencies and the creativity of the entertainment industry with the distribution nous of a modern publisher to do this very thing. It’s how we create ideas that people & the media will want to talk about and share. We call it earned 1st, but to put it simply, it’s advertising that’s so good, it doesn’t feel like advertising. The Brooklyn Brothers strives to find new, different and effective ways of doing this for global brands such as Land Rover, Jaguar, NBC, Castrol, Promote Iceland, Lancôme, MINI, Financial Times, WaterWipes and American Express.

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