Siegfried & Roi realizes "free" campaign for the Zug library
To promote the attractive offerings of the Zug Library to the general public, Siegfried & Roi is launching a campaign with a discount store aesthetic.
Libraries make an important contribution to knowledge transfer, provide easy access to information and are transforming into public places where people meet and enjoy spending time. However, surveys show that libraries still suffer from a traditional image and are perceived as dusty, boring places.
In order to provoke a change in people's minds and to promote the innovative spirit of the Zug library, Siegfried & Roi has developed a campaign that focuses on the attractive selection of analog and digital media, workshops and services as well as the new opening hours.
In particular, the USP with the greatest marketing potential is emphasized: no costs for all library customers. The matching discount store look is intended to make the target groups curious about the variety on offer. It also enables the continuous development of new individual and multipic motifs and thus flexible and effective targeting.
"Siegfried & Roi convinced us with a completely unexpected approach and focused precisely on what many people would probably not expect from a library: A varied and, above all, free offer, which is now even more attractive thanks to our extended opening hours," says Jasmin Leuze, Head of Zug Library. "Everyone should feel comfortable here and enjoy spending time with us. This will also require attractive products and offers that are professionally marketed in the future."
Etienne Schumpf, City Councillor and Head of the Education Department of the City of Zug, is also looking forward to the response from the public: "The Zug Library is a very special educational oasis. It is therefore all the more important that the broad and free offer is made even better known to the people of Zug".
Responsible at the library and the city of Zug: Jasmin Leute, Maria Nätscher, Sibylle Schlumpf (Communications, Zug Library), Dieter Müller (Head of Communications, City of Zug). Responsible at Siegfried & Roi: Milan Pavic (Strategy, Creative Direction), Moritz Solleder (Strategy, Consulting), Nastasia Pavic (Art Direction, Motion Design), Adisa Dauti (Graphics), Paula Di Battista (Graphics, DTP).
