#MachtOffline mit DERTOUR
Gold
Excellence in Brand Strategy and Creation
Brand Communication – Influencer Marketing
Details
With #MachtOffline, DERTOUR turns real time-outs into a viral 9:16 experience: 14 creators disappeared for 7 days without warning - a PR move that picks up on the importance of social detox and digital time-out and re-stages package holidays for Gen Y & Z. The emotional resolution on their return was perfectly orchestrated - surprising, approachable and precisely tailored to the young target group. The result: over 101 million impressions, strong buzz, earned media worth millions, +12 percentage points brand awareness and doubled willingness to buy package holidays among Gen Y & Z.
The Jury‘s Statement
DERTOUR has impressively demonstrated with the "#MachtOffline" (do offline) campaign how a traditional brand can position itself authentically and contemporarily among younger target groups. By strategically engaging 14 high-reach influencers who unexpectedly went offline, a powerful statement for mindful offline time was made. The clear message – true relaxation begins when digital distractions pause – was staged emotionally and effectively. The creative execution generated viral attention and prompted reflection on social media habits. The combination of charismatic storytelling, subtle brand integration, and relevant messaging set new benchmarks in communication. This project stands out for its strategic precision, aesthetic finesse, and lasting impact on the target audience – an outstanding example of successful brand work.
