Crossmedia Award 2017: The winners

Every year the Goldbach Group AG the most creative and innovative work in the advertising industry. This year, 34 campaigns were submitted, eight were shortlisted, and on June 22 the time had come. The winners were chosen. The Special price The Zurich University of the Arts was awarded for its work: "The Wild Werner - A crossmedia Mockumentary". A project that shows how and how quickly an invented story can go viral.Bronze Pfister won with the "Zuhause ist" campaign. A compact campaign that ran from online to POS. Silver The Federation of Migros Cooperatives earned its name with the youth campaign for M-Budget. Here, the young target group was motivated to advertise for their peers themselves and at the same time act as brand ambassadors. Gold winner. The agency Metzger Rottman Bürge Partner AG was applauded by the jury for the "Home advantage" campaign for Engadin St. Moritz.  

The tips from the Engadiner were used as print ads.Engadiners promote their region themselvesThe demographic structural change requires a rethink in tourism marketing. If you want to appeal to the many travel-loving millennials at home and abroad, you have to focus on authenticity. So the agency Metzger Rottman Bürge Partner AG simply left the campaign to the locals and guests. 125 personalities from the region revealed their favorite places in the Upper Engadine. This resulted in 125 postcards, each with a tip, and 125 short videos, which are available on the tourism organization's website: www.engadin.stmoritz.ch/heimvorteil. All tips were also placed on an interactive map on the website.

The people's tips were placed on an interactive map of the Engadin.In a second step, Instagrammers were invited to a meeting to discover the Engadin - they were asked to photograph and upload their discoveries from the perspective of a guest. Not only did this result in great pictures, but the Engadin St. Moritz Instagram account was able to generate 20,000 new followers within a very short space of time. In addition, over 36,000 new overnight stays were recorded.