#MachtOffline mit DERTOUR
Best of Best
Excellence in Brand Strategy and Creation
Brand Impact of the Year
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, a leading provider of package holidays, has achieved an impressive repositioning among young target groups with the campaign "#MachtOffline" ("#GoOffline"). By skillfully combining social media dynamics with the theme of digital detox, the project not only delivered a contemporary message but also developed a powerful communication strategy: 14 well-known influencers disappeared offline for a week, creating an emotionally charged narrative upon their return. With a harmonious blend of disruptive staging, authentic storytelling, and strategically aligned media planning, it succeeded in transforming the perception of package holidays for Gen Z and Y. This campaign impresses with its ability to challenge established conventions and reposition a brand in a competitive market environment. An extraordinary achievement.
