Screen Time-Off
Challenge
More and more people feel overwhelmed by the pressure to be constantly present on social media. However, the feeling of being ‘always on’ is not only a burden for influencers, but has become a socially relevant issue.
#iamAUT
Solution
An initiative by Österreich Werbung and WIEN NORD Serviceplan is teaming up with well-known influencers to promote real offline holidays.
We sent four influencers from Europe to Austria on holiday. Unlike usual, they weren't hired to produce content. Instead, they handed over their high-reach accounts to ‘normal’ Austrians, who continued to entertain their followers by bringing the Austrian way of life to life in authentic stories and reels on social media.
The influencers set a good example in the initiative by putting their mobile phones away during their holidays and inspiring others to enjoy their holidays offline again.
We also offered this opportunity to other influencers, who could win an offline holiday in Austria: applications could be submitted on the website iamaut.at to treat themselves to some time out while their accounts continued to be managed by the AUTfluencers.
‘With the #iamAUT campaign, we are showing influencers that Austria is the perfect place to switch off – literally!
While they take a break from their stressful everyday lives and take a break from social media, strong Austrian personalities take over their accounts and show how to embrace and take home the Austrian way of life.’
CMO
Austrian Tourism Board
Results
