The Graubünden Tourism Organisation launched an advertising campaign under the slogan #Bergtraum, encouraging the public to describe their ultimate dream of a perfect holiday in the mountains. Those interested were able to give free rein to their creativity and use artificial intelligence (AI) to create their very own personalised dream image. The AI made it possible to combine guests’ interests, wishes and aspirations and translate them into dreamlike images almost in real time. Within just a few hours of its launch, the campaign had already generated thousands of images. The best suggestions were selected weekly and showcased across various media – including on APG|SGA advertising spaces. For example, a bus featuring a full-body wrap design drove through the streets of Schaffhausen. The most beautiful #Bergtraum images were also rewarded with attractive prizes and became a central feature of the Arosa 2024 campaign.
The project is the first crowd-generated campaign in Switzerland to be supported exclusively by AI and to draw on collective creative power. Yoveo, the video agency that forms part of Team Farner, was responsible for the concept, programming and technical implementation.
Formats: eBoard, ePanel, F12, full-surface design for public transport
Language region: German-speaking Switzerland
Campaign period: January/February 2024
Marion Schmitz, Deputy Director of Tourism and Head of Marketing & Communications at Arosa Tourism, says: “By using artificial intelligence (AI), our #Bergtraum campaign enables all mountain enthusiasts to turn their ideal mountain holidays into images using just a few words or sentences. We’re harnessing the impact of outdoor advertising to showcase the diversity of these visions to the world. Whether it’s majestic mountain scenery, sporting activities, a cosy fondue get-together, après-ski or a bear – the public’s multifaceted mountain dreams are given a unique platform on APG|SGA’s advertising spaces. In this way, we integrate these dreams directly into people’s everyday lives and are sure to bring a smile or two to their faces.”