Titlis made Zurich hunt a stolen snow groomer to sell a one-hour ski trip

Titlis had two simple advantages for Zurich skiers: guaranteed snow and a location about one hour away. The problem was that many Zurich residents still defaulted to Grisons and did not put Titlis in their season-start consideration set.

The campaign invented 'The Lost Bully': Zurich residents had supposedly borrowed a piste groomer from Titlis and driven it back to the city. Titlis then called on its community to help find the missing machine through social clues.

The search moved across TikTok, Instagram, Reddit, nano-influencers and local references until the groomer was found in Zurich. Effie reported 1,552,689 impressions, about 11,000 likes, comments and shares, up to 30% more website hits, and +46% ticket sales at the season start.

Make distance a scavenger hunt

The stunt converted 'only an hour away' into a story people could follow.

Local Zurich landmarks made the proof feel native to the target market.

The reward/search mechanic created participation instead of passive reach.

A logistical selling point becomes memorable when the audience experiences it as evidence, not as a claim in an ad.

The campaign won Silver at Effie Switzerland 2022 in Activation and appeared as a shortlist entry on the Effie cases page. MRBP's case page says the action generated more than 1.5 million social impressions in the Zurich area.