The task was to find the route of the Golden Container as it flew around the world by answering 20 multiple choice questions from direct mailings, SMS, email or trade journals. Each question provided a coordinate for the world map. Once the route was completed, prizes could be won, by guessing the weight. Over 12,500 people participated and the overall response rate was 47.2%. By December turnover for AF KLM Air Cargo had risen by 7%. This success was achieved with a budget of just over 200,000 Euro and enormous enthusiasm in the cargo business was generated by getting clients to play a game.
Agency: Euro RSCG 4D Amsterdam, The Netherlands.