Launch of the Migros campaign accompanied by guerrilla action
The launch of Migros' new umbrella brand campaign was accompanied by a guerrilla marketing campaign: In 57 Swiss municipalities with an "M" in their names, the "M" on the town sign was replaced with an orange "M.".
To coincide with the launch of the new Migros umbrella brand campaign, the agency responsible, Jung von Matt/Limmat, carried out a guerrilla campaign on Tuesday: In 57 Swiss municipalities that have an M in their name and where there is also a Migros store, the M on the town sign was replaced by an orange M. Over a million apples were also distributed to customers in these towns, as well as in all Migros branches in Switzerland.
According to Migros, the aim of the campaign is to surprise the public and draw attention to the new TV commercials, posters and advertisements. The campaign is limited to one day. Although Migros states that safety is the top priority and that the legibility of the signs is absolutely guaranteed, the matter could still have some legal repercussions due to vandalism. On verra.
According to Migros, the aim of the campaign is to surprise the public and draw attention to the new TV commercials, posters and advertisements. The campaign is limited to one day. Although Migros states that safety is the top priority and that the legibility of the signs is absolutely guaranteed, the matter could still have some legal repercussions due to vandalism. On verra.
