We wanted to show Australians what lay beyond the safari park, and highlight everything else this vast continent has to offer – like world-renowned wine and cuisine, culture, surfing and adventure sports. We did this by creating an integrated campaign that let people create their own virtual South Africa tour, and encouraged them to “Leave ordinary behind”.
In an Australian first, we partnered with Google maps to create an interactive platform that featured a range of user-generated and official video content showcasing South Africa’s many attractions. Print, TV and activations drove traffic to the site.
Once there, people could explore South Africa by viewing the video content that was specific to each geographic location – giving them a taste of the many unique experiences on offer. Users were encouraged to pick their top South African attractions. These virtual holiday highlights were then used to generate a customised holiday video – and if the user had logged in using Facebook, the video was made even more personal by integrating photos and info from their profile.