In Germany, Virgin Express is online with a “pee & win” advergame to promote its new Berlin-Brussel route. The game is inspired to the popular Belgian “Mannekin Pis”, and challenges players to do their best to hit a fly and win a 50 percent discount on their plane ticket. The campaign also takes advantage of outdoor advertising. There is an incredibly long billboard in Berlin with the world’s longest advertising headline repeating the core message (destination and price) over and over again. See the pictures here. The campaign was created by the Belgian Duval Guillaume Antwerp (offline) and Duval Guillaume E (online).
Another smart viral campaign from Belgium, with offline marketing integrated with online and mobile. Virgin Express has launched Festival Buddy, allowing Belgian music fans to win free flights. This is how the idea works: you sign up via SMS or online and you’re immediately sent an SMS with your “buddy word”. Then you go to one of the music festivals sponsored by Virgin Express and you look for someone with same buddy word. If you find him/her, go together to the Virgin Express stand and you’ll receive a free flight each. Smart, isn’t it? The agency behind this campaign, Duval Guillaume, say nearly 20,000 people have already entered the competition. And the buzz is spreading: people are looking for Festival Buddies through blogs, forums and IM, and a guy has even set up a website to find him.