Top 10: These campaigns caused a stir on Werbewoche.ch 2019
As the year draws to a close, it's time to look back. In the first part of our mini-series, we show which campaigns from 2019 caused the biggest stir.
For almost a year now, the Werbewoche.ch website has been the umbrella for Advertising Week, MK Marketing&Communication and Expodata is now online. Some important functions are still missing - but we will be adding them soon and will continue to optimize and expand the site in the new year. Much is already online, but much still needs to be.
Although we still had to deal with one or two technical stumbling blocks this year, we had a lot of traffic on the site. Which campaigns were accessed particularly frequently? We have analyzed the statistics and are taking the opportunity to look back at some of the highlights of the year.
Campaigns: Top 10 page views
1st Galaxus Christmas campaign
Together with Plan B Film, Digitec Galaxus brought four Swiss music stars in front of the camera - and showed the Christmas business in a wonderfully blunt way. The article is not only the most viewed campaign of the year on Werbewoche.ch, but also the most clicked article of 2019.
Like Galaxus, this year's Coop Christmas campaign, penned and produced by Stories, also attracted many visitors from outside the industry. Many people like the romantic love story of Lulu and Louis. And in the race for the most popular Christmas campaign of the year, Coop is in a better position in 2019 than it has been for a long time.
3 Spinas Civil Voices for Amnesty International Switzerland: First yes, then ahh
Together with Amnesty International Switzerland, Spinas Civil Voices launched a provocative awareness-raising campaign to raise awareness among teenagers and young adults that mutual consent is a prerequisite for any sexual act. You would think that this would be self-evident. But apparently the reality is different enough to make such a campaign necessary.
Galaxus also played with various advertising clichés in 2019. When the company added the VW Touareg to its range as its first car, this was celebrated with a dedicated campaign consisting of two commercials. As always, the extended versions provided particularly long-lasting amusement.
5 Denner freshens up Switzerland
Denner can do more than just cheap, Denner can also do fresh. Following the remodeling of over 800 Denner stores throughout Switzerland, the focus of the integral communication strategy is now on the expanded range of fresh produce. Denner entrusted the Zurich agency PinkSquirrel with the budget for the freshness campaign.
6 Pro Infirmis - People with disabilities in advertising
Advertising is part of our everyday lives. Many people may be aware that the world of advertising does not always reflect reality. However, representation, especially in the world of advertising, is an important step towards inclusion in society for minorities. With the "Unhindered Disabled" campaign, Pro Infirmis has decided to take on something special: Swiss advertising subjects are being interpreted in a new and inclusive way. In cooperation with various major advertising clients, the CRK agency recreated well-known campaigns and integrated people with disabilities in an area where they are normally not found.
7th Alliance - "Schiss uf morn!"
Allianz launched "Flex Saving", a pension product that adapts simply and flexibly to the needs of young people. To promote the product, Sir Mary created a rap video entitled "Scheiss auf morgen!", or in dialect "Schiis uf morn!" - abbreviated S-U-M-O - which reflects a basic attitude of many young adults when it comes to retirement planning: living carefree in the here and now instead of worrying about tomorrow. The trashy-chic video already has over 150,000 views on YouTube and was a source of amusement in many places in 2019.
8th Kieser Training ensures posture
The back specialist implemented a campaign with Heimat Zürich to promote upright posture - and rewarded this with subscription articles from Tamedia. The campaign was made possible by the innovative use of smartphone technology.
9 Many roads lead to the Swiss cockpit
Pilots in the cockpit, dreamlike sunrises above the clouds and beautiful air-to-air shots: This is roughly how the usual recruitment campaigns for pilots are presented. Swiss and Publicis dispensed with these images in their "Calling All Talents" campaign, preferring to address young people in a more direct and approachable way.
10th Ochsner Sport - Switzerland is our sports ground
The specialist sports retailer Ochsner Sport revamped its brand image in 2019. The company is now focusing its range and service more on performance and sports expertise. In March, the sports chain launched an omnichannel campaign created by Thjnk Zurich and a modernized appearance. The campaign idea with the slogan "Switzerland is our sports ground" combines sport and location in so-called "micro adventures": in the campaign, local athletes are shown at Swiss locations with the exact coordinates - as concrete inspiration. Countless moving images and photos were generated in advance and used across all touchpoints.
