Our world became impossibly small in lockdown. Trapped at home, we all craved adventure. Ruggedly beautiful Iceland presented the perfect escape, but with borders shut and uncertainty in the air, could the country convince wary holidaymakers to visit?
Everyone let it out
About 200% more people screamed into the website than forecasted.
Smashed coverage targets
Generated 15x target coverage, reaching 2.7B people.
Took ICELAND to #1
Iceland ranked as the most preferred holiday destination in key markets
Lockdown: what screams are made of
Targeting the ‘First Movers’ most likely to travel post-lockdown, SS+K, M&C Saatchi London and M&C Saatchi Talk encouraged housebound lockdowners to scream out their frustration at lookslikeyouneediceland.com. People could hear the recording of their scream blasted into stunning locations across Iceland. And see that relief from lockdown pressure was only a holiday away.
Working together, apart
Imagined and created by our global multi-specialist network entirely in lockdown, this campaign shows that creativity will always find a way to come together, even when teams are apart.
See you in Iceland
Spanning video, social media, PR and a brand new website, this worldwide campaign generated coverage from publications like the BBC, Daily Mail, CBA and The Telegraph that reached 2.7 billion people. No mean feat when the eyes of the media were glued to the pandemic. Even better, the post campaign research ranked Iceland as the number one preferred holiday destination across all key markets.