Metaloop implements recovery campaign for Zermatt Bergbahnen
Zermatt Bergbahnen ZBAG and Metaloop are launching a digital campaign called «Happy Again» to attract visitors again this summer and fall.
The situation was uncertain in spring as to when and how people would be allowed to travel and use the mountain railroads again. But if they are able to travel again, they should head for Zermatt as their destination, according to ZBAG's instructions to the ASW agency.
The communication objective of the campaign was clearly defined: To awaken a longing and desire for the mountain world, a "We're here for you again!" in a friendly, emotional and humorous tone. The coronavirus was not to be overemphasized and the campaign was to be imbued with a positive spirit of optimism. The result was "Happy Again" with the message that, after a period of abstinence and restriction, we can now enjoy and be happy again.
Happy again after a long time
The variety of offers in Zermatt was structured and edited to suit the target group. Dramaturgically, the clips are each structured in two scenes. An unsatisfactory initial situation, which is humorously exaggerated, and the moment of returning happiness in Zermatt. As the clip series runs well beyond the lockdown, only the first of five clips relates to this time in spring.
The Swiss musician Nickless, who contributed a song of the same name to the Happy Again campaign, was recruited as a suitable musical multiplier. The singer even appears as the protagonist in a campaign clip. The consistent structure and high recognition of the clips should allow broad opportunities for further development, far beyond the summer and fall seasons.
Campaign management: Tamara Aregger. Responsible at Zermatt Bergbahnen: Sandra Zenhäusern-Stockinger (Head of Marketing and Sales, Mathias Imoberdorf (Communications & Media Manager), Tamara Aregger (Online Marketing & Content Manager). Responsible at Metaloop: Jonas Hauser (Strategy, Creative Director), Nicole Gsponer (Project Management, Concept), Stefanie Zimmermann (Creation). Production: Jan Anthamatten, Framefarm (production, direction, editing and post-production), Daves Color (color grading), Marjanovic Sounddesign (sound FX, mix & master), Noémie Bellwald (stylist).
