Marketing Trophy '17: The winners

From among more than 40 submissions, the high-caliber, interdisciplinary jury led by President Dr. Peter Felser has nominated the most innovative and successful projects for the Marketing Trophy. These projects stood out for their high level of innovation, consistent execution, and outstanding results. But there can only be one winner per category. Here they are:CATEGORY LARGE ENTERPRISESFeldschlösschen – A New Beer for Switzerland

Initiator: Feldschlösschen Getränke AG Agency involved: WIRZ, ZurichFeldschlösschen Braufrisch – eNew beer for SwitzerlandBeer consumption is stagnating, while regional breweries and niche beers are trending. To counter this trend, Feldschlösschen developed «Braufrisch»—a modern take on a classic beer for a new generation of beer drinkers. «Braufrisch» is therefore not aimed at loyal brand buyers or price-conscious mass-market beer drinkers, but rather at connoisseurs who value variety.The beer reflects the advertisingThe new beer has a subtle yet distinctive flavor—honest, naturally cloudy, and refreshingly different. To convey this message, a new generation of beer drinkers was juxtaposed with a new generation of brewers. The result was three creators who, using time-tested ingredients, traditional brewing craftsmanship, and fresh ideas, brew a crisp lager for Switzerland and embody the campaign’s overall concept.A Campaign with CharacterThe integrated campaign placed a stronger emphasis on digital and video content, thereby bringing the characteristics of «Braufrisch» to life and embedding them in the minds of the target audience. This was a success: Within a year of the launch, two-thirds of beer drinkers were already familiar with the new product, and the target annual sales were reached after just one quarter.ConclusionThe launch of «Braufrisch» wasn’t just a success—it was by far the most successful new beer launch of the past ten years. The campaign worked on every level and quickly made the beer a household name in the minds, hearts, and throats of the Swiss. CATEGORY SMEGrand Tour of Switzerland

Organizer: Switzerland Tourism and the Grand Tour of Switzerland Association; Agency involved: Havas AG, ZurichGrand Tour of SwitzerlandThe «touring» travel segment has grown internationally by 32 % since 2010. We must capitalize on this trend and attract the new «Attractions Tourers» segment to Switzerland as a vacation destination. Switzerland’s answer to Route 66 aims to stand out through innovation and quality. Switzerland Tourism has found a compelling solution in experiential marketing. Both the association and the product are called «Grand Tour of Switzerland,» with the goal of establishing Switzerland as a premier touring destination in the long term. It offers a concentrated dose of Switzerland, showcasing its scenic and cultural gems. A road trip spanning over 1,600 kilometers takes travelers through four linguistic regions, over five Alpine passes, to twelve UNESCO World Heritage Sites, as well as past two biosphere reserves and 22 lakes. The route was not determined based on democratic or tourism policy principles, but rather from the perspective of the guests and their needs.Success across the boardThe entire route was fully signposted in record time and achieved a name recognition rate of 43 percent just 17 months after its launch. During the 2016 summer season, approximately 45,000 to 55,000 overnight guests traveled to Switzerland specifically to experience the Grand Tour of Switzerland. This resulted in up to 360,000 overnight stays. The guests surveyed gave the Grand Tour of Switzerland a high satisfaction rating of 9.24 (out of 10).ConclusionHardly any other product has been able to involve and inspire so many partners. All 13 regions of the Conference of Tourism Directors form the sponsoring body of the Grand Tour of Switzerland association and are committed financially and in terms of personnel to the success of the route. By bringing together all the regions, the Grand Tour has become Switzerland's biggest tourist attraction. CATEGORY: NONPROFIT ORGANIZATIONSZSC Lions: The Key Player

Initiator: ZSC Lions / ZLE Betriebs AG Agency involved: Serviceplan Public Relations Suisse AGThe Key PlayerThe ZSC/GCK Lions organization is not only one of the largest ice hockey organizations in Europe but also one of the most successful. Nevertheless, the Lions do not have their own home. The construction of the new arena in Zurich-Altstetten is intended to change this. In order to raise awareness among the electorate and political decision-makers and to achieve a YES vote at the ballot box, the "Key Player" was launched.Broad AppealThe "key player" formed the core idea of a campaign that was aimed at the political authorities in a first phase and at the city of Zurich's voting population in a second. A wide range of communication measures were used, from the creation of a website and posters to the founding of a patronage committee. Although the campaign used the language of ice hockey, it was also intended to appeal to non-sports enthusiasts. Under the motto "You too are a key player", a wide variety of people from the city of Zurich were placed at the center of the campaign.Win the voteThe campaign had two goals: Firstly, to convince the city and municipal councils and gain their approval for the project. And secondly - building on this - to mobilize the city of Zurich's electorate in favor of the cause and thus succeed in the ballot on September 25, 2016.ConclusionAll of the intended goals were achieved. The city council and municipal council approved the arena project by a clear majority, and the referendum passed with 56.6 percent of the vote in favor. This was despite the fact that stadium projects in the city of Zurich often fail to gain approval. The «Key Players» campaign not only succeeded in communicating the ZSC/GCK Lions’ cause but also in engaging all segments of the population.  MARKETING TROPHY SPECIAL AWARDRaiffeisen – Commitment to Entrepreneurship

Initiator: Raiffeisen Unternehmenszentrum AGAgency involved: TOMCAT AG, St. GallenCommitment to Entrepreneurship in SwitzerlandSwiss SMEs account for over two-thirds of all jobs in our country and are therefore a very important target group for Swiss banks. Raiffeisen Switzerland has created a non-profit marketing tool for the regionally anchored Raiffeisen banks in order to be able to further develop the relationship with this target group. The innovative and bold approach: a physical platform and thus a place where Swiss SMEs are supported in their very personal challenges. The Raiffeisen Entrepreneur Center (RUZ) is not staffed by bankers, but exclusively by entrepreneurs who know the concerns and challenges of Switzerland as a country of SMEs from their own experience. The structure, orientation and product and pricing of the RUZ have been left almost entirely to the entrepreneurs by the Raiffeisen Group. After all, who knows better what entrepreneurs need for further development than the entrepreneurs themselves?Ambassador for Raiffeisen BanksWith the first three centers in Gossau, Baar, and Aarau-West, meeting places have been created where challenges can be discussed and connections forged. While financial matters are in excellent hands at the Raiffeisen banks, business development requires experts with first-rate knowledge in their respective fields. And this is where the RUZ, with its network of approximately 200 business leaders across Switzerland, can lend a hand.Thanks to targeted communication via online banners, radio spots, social media, and advertorials before, during, and after the opening, awareness of the Raiffeisen Entrepreneur Centers is now very high. This is also reflected in the numbers. The RUZ Club already has well over 1,000 members, who serve as ambassadors not only for the club itself but also for the Raiffeisen banks. Just two and a half years after its founding, the Raiffeisen Entrepreneur Club has become Switzerland’s largest entrepreneurial network. The corporate banking business is also thriving, thanks in part to the RUZ. Both the growth rate of gross revenue and the number of new customers are significantly higher than the industry average.ConclusionWith this high level of commitment to entrepreneurs from SMEs and trade, Raiffeisen is sending an important message to Switzerland as a place to work and is taking a bold and unique marketing approach.MARKETING TROPHY AUDIENCE AWARDMazda – The Dating Revolution

Initiator: Mazda (Suisse) SA; Agency involved: JWT/Fabrikant, ZurichMazda Speed Dating – The Dating RevolutionMazda is a brand that breaks conventions to do things better. Against the backdrop of this philosophy, a highly competitive, declining market and a relatively small budget, Mazda found an innovative way to interact with potential customers: Mazda Speed Dating.Mazda Speed DatingThe campaign targeted 1.5 million Swiss singles, with the aim of making their first date with a potential partner easier. A wide variety of advertising materials not only conveyed the message but also encouraged numerous singles to participate. During a total of 72 speed-dating tours through seven Swiss cities, participants were able to meet ten different dates in a relaxed atmosphere during each roughly three-hour car ride: 15 minutes with one date, then move on to the next.Young, urban target audienceThe overarching goal of the campaign was to strengthen brand perception, engage participants, and boost sales. The Mazda Speed Dating event was designed to convey the brand message «Break conventions to make things better» and, in particular, to appeal to a target audience that had previously been difficult to reach: young, urban—and ideally female—buyers.ConclusionMazda Speed Dating became an outstanding success for the Mazda brand throughout Switzerland. This is true both in terms of brand image among the target group and in terms of engagement on the occasion of the Speed Dating tours.The Marketing Trophy is awarded annually as part of Swiss Marketing Day. MK won it with a Live Blog accompanied