2. Tomba had a dream…
To measure the traveling power of thumbs
Hitch-hiking has, for a long time, been on his BUCKET list.
Finally, his enthusiasm became so great that he got more and
more people on board…
And gradually we began to experiment.
November *** VALENTINE’SDAY *** April/May
Project
Background

3. Tomba had a dream…
To measure the traveling power of thumbs
November 2011: Rosa and Tomba hitch-hike to Ostend.
Time frame: 1 full Sunday.
November *** VALENTINE’SDAY *** April/May
Project
Background

4. Tomba had a dream…
To measure the traveling power of thumbs
Valentine’s Day 2012: Rosa, Giulia & Tomba hitch-hike to
Amsterdam.
Testing what it means to go with 3 people.
Time span: 1 full week-end.
Testing content success online
November *** VALENTINE’SDAY *** April/May
Project
Background

5. We will turn it into reality… with a twist.
By setting ourselves a challenge
All past experiences being a full-fledged success, we will now
set ourselves a big goal.
April 28th – May 6th: Rosa, Giulia and Tomba will be hitch-hiking
to Sofia, Bulgaria. Time frame: 9 days.
Today, all we have is a ticket back from Sofia.
November *** VALENTINE’SDAY *** April/May
Project
Background

6. We will turn it into reality… with a twist.
By setting ourselves a challenge - or 3
CHALLENGE
The trip itself is a challenge. But it’s not
ACCEPTED. enough…
We want to get to know the people we meet,
start a conversation with them and get them
talking.
We want to understand how they perceive
brands and companies we work with in our
everyday lives.
We want to co-create a story that we can share
with our fellow colleagues, and, why not, with
our clients, too.
November *** VALENTINE’SDAY *** April/May
Project
Background

7. Wait – we forgot the most
important challenge of all
To keep this project TOP SECRET. From our
fellow ISCers.
Virtually impossible. Have you SEEN these
people??
Project
Background

8. Why is this relevant to you?
A big opportunity to practice what we preach.
4.
Feedback
Connection Perception
on
of our
perception
biggest
= starting
clients
point
3. Link
between 2.
brands and
GenY
Eastern
1. Europe
Project
Objectives

9. The Trip
Remember the Hitch-Hiker’s Guide to the Galaxy?
Will be our one and only rule
Project
Approach

10. The Trip
Gent-Karlsruhe-Linz-Budapest-Timisoara-(…)-Gent
Project
Approach

11. Introducing…
Team HHH (Hitch-Hiker’s Hangover)
Team

12. When will this happen?
Week Week Week Week Week Week Week Week Week Week Week
0 1 2 3 4 5 6 7 8 x y-z
Project approval
Content prepping
Pre-trip
Survey development
Technical set-up: Blog
Fine-tuning the trip
Collecting images & video
Recruitment: blog & survey
Trip
Updating blog content
Trying not to get lost
Trying not to get arrested
Trying not to get kidnapped
Post-trip
Survey & Blog analysis
Prepping visual stimuli
Prepping ISC congress material
Timings