SCB gold sponsor Westside expands the bear moji world

As a fan of a field hockey team, you go through a rollercoaster of emotions. Sometimes swept away into the valley of tears, sometimes enraptured by success. But always side by side with your club. This is also the solution of the long-standing SCB gold sponsor Westside: in the sponsorship campaign realized by the Bern-based creative agency Republica, fans can live out their emotions interactively. The tool for this are the bear mojis. The little bear faces with field hockey helmets are based on the classic emojis and reflect every conceivable fan mood.

10,000 fans chat with bear mojis

Thanks to the "Bärmoji Sticker" app, Westside's bear mojis have found their way from advertising into everyday life. Over 10,000 fans are already using the cute symbols in their text messages and WhatsApp chats. With 35 different bear heads and 25 other icons from the world of field hockey and Westside, you can say just about anything. The bear mojis are so popular with the SCB fan community that a separate merchandising product line has been developed and is constantly being expanded.

Bärometer enters its third season

Meanwhile, the Westside Bärometer, where the bear mojis were used for the first time, is already in its third season. Over 8,000 fans use the tool within the official SC Bern app to indicate their mood and collect credits every day. They can then use this currency to earn rewards - from bear moji pucks and Westside vouchers to exclusive meet & greets with players. Since its launch, a total of 7 million credits have already been earned and a good 11,000 prizes won.

Advanced to cult status

Many of the Bärometer prizes can be collected at Westside itself, which in turn increases footfall in the center. For the gold sponsor, however, the focus was on a different effect from the outset: "Of course we are pleased when our sponsorship commitment brings additional visitors to the center. But what was more important to us was an extraordinary appearance as part of the SCB family and a playful dialog between the target group and our brand. Our bear mojis have not only achieved this, they have become downright cult and part of everyday fan life. No matter what message we want to convey, we can package it in bear mojis. The potential in communication and merchandising is wide open," explains Fabienne Brügger, Head of Marketing, Shopping and Experience Center Westside, adding that the entire bear moji world was designed and realized by Republica. In addition to the bärometer and the Bärmoji sticker app, Westside is also using the mini-caps on posters, advertisements, at events, online and in social media.