Election campaign in underwear thanks to SFLB
Starting Monday, National Council candidates will be featured on posters throughout Switzerland wearing Migros underwear. The poster campaign, launched just two weeks before the elections, was created by the Zurich-based advertising agency Spillmann/Felser/Leo Burnett.
Two weeks before the National Council elections, Migros is advertising large-scale for Migros panties, in which possible future representatives of the people are tucked. Forty-one candidates for the National Council wanted to take part in the unusual advertising campaign, and seven can now be seen on posters all over Switzerland, according to a statement from SFLB. The idea, implemented by Spillmann/Felser/Leo Burnett, follows on from a series of Migros campaigns that rely on Tom, Dick and Harry instead of top models; last fall, for example, local councillors from Switzerland were seen in men's and women's underwear, and ski instructors in their underwear. Party affiliation is not mentioned on any of the posters. "We were primarily looking for candidates who come across naturally and cut a good figure in underwear. After all, it is underwear advertising," says Peter Brönnimann, CD at Spillmann/Felser/Leo Burnett. The posters only mention the surname, first name and place of residence ¬- and that the candidate is a candidate for the National Council. They were photographed by the globally active Swiss photographer Frederic Auerbach. The campaign already became known on September 12 through a report by 10vor10; regarding her motivation, for example, the young CVP candidate Mirjam Arnold said she hoped to become known to people because she could not invest much money in the election campaign. The campaign is one more reason why the 2007 election campaign could go down in history.
Responsible at Migros: Beat Mühlemann (Head of Marketing Communication), Claudia Haueter (Head of Advertising Super/Consumer Market), Bettina Huwyler (Project Manager Advertising Super/Consumer Market), Daniela Suter (Head of Category Management Underwear & Hosiery), Petra Renggli (Category Manager Men's Underwear), Beatrix Kessler (Category Manager Women's Underwear).
Responsible at SFLB: Tabea Guhl (AD), Peter Brönnimann (text) Martin Spillmann, Peter Brönnimann (CD), Martina Glaser, Rebecca Krausse, Sarah Laukemann (consulting), Sebahat Derdiyok (art buying). Photos: Frederic Auerbach. Photo production: René Hauser. Styling: Barbara Wernle. The Migros posters:
