No beer for "Young Boys", free beer for neighborhood
Hofmarschall has completed the third round of the hyperlocal campaign designed for Eichhof: The Lucerne-based brewery demonstrated its love for Central Switzerland and its affinity for the local dialect with over 100 location-specific posters per wave.
With the third edition of the advertising campaign developed further by Hofmarschall, the Eichhof brand showed that it is the beer for Central Switzerland. The local roots of the Lucerne brewery were to be emphasized. The agency designed individual headlines for over 300 posters, which picked up on the respective surroundings, people and institutions. The creative headlines were inspired, among other things, by the people of Central Switzerland as well as by local insights and the respective surroundings.
Small businesses like Metzgerei Doggwiler and regional favorites like Bruno's Best-"Bruno's Best. Eichhof too." - were incorporated into the headlines with a wink. In addition to the local heroes and businesses, the regional dialect and events were also picked up on - be it the eternal construction sites, privatized lakeshores, controversial roads or current soccer matches: "Youth protection: No beer to Young Boys."
A beer was added for the neighbors: In the immediate vicinity of the Eichhof beverage market, passersby could remove stickers from a poster and pick up a free beer. In addition to the physical posters, various DOOH sites were used at the Lucerne train station. Online banners were also used to generate attention with more than 100 topic-, location- and day-specific headlines.
Responsible at Eichhof: Lara Rohrer (Group Brand Manager), Remo Viceré (Brand Manager); Agency: Court Marshal, Zurich.
