Vienna Tourist Board — ivie App (Campaign)

The ivie app is an important part of Vienna's tourism communication abroad. The online campaign gives the app a face: Ivie, a quick-witted nine-year-old girl in a red beret who presents the app's new features.

Three years after the app's launch, we meet Ivie in front of St. Stephen's Cathedral. She uses the app for the first time in front of her astonished dad and becomes the app herself. Her Vienna facts draw a growing crowd of followers, and the new features are built into her fast-paced tour.

The campaign was developed by Jung von Matt; the main film was accompanied by cutdowns, print subjects and feature ads. Within one month it had reached half the views its predecessor had collected in three years. Directed by Georg Blume.