Serivceplan wants to make Ragusa better known internationally
Germany and France are developing a taste for hazelnuts and cocoa beans. Serviceplan Suisse is boosting Ragusa’s international profile for Camille Bloch with a social media campaign.
The Ragusa chocolate brand is much less well-known in Germany and France than in Switzerland. An international social media campaign by Serviceplan Suisse aims to change this.
Ragusa is presented in a variety of ways in five posts: From a hazelnut and a cocoa bean meeting for a Tinder date and realizing that they are perfect for each other, to exciting insights into the history of Ragusa with historical images and a journey through time with a timelapse effect and AI-generated visuals. There is also a drone tour of Camille Bloch's chocolate factory in the Bernese Jura. German and French consumers were also able to taste Ragusa during a street survey in Fribourg and Colmar.
The media strategy was developed in close collaboration with the creative team at Mediaplus Suisse's House of Communication Zurich. After analyzing the target group's media usage, social media was selected as the main channel. The paid ads were precisely geo-targeted to reach users in the exact locations in Germany and France where Ragusa is available in stores. In order to make the media planning flexible and dynamic, the performance of the campaign is continuously optimized through classic re-targeting.
The campaign was launched at the beginning of November and is being played out on Facebook and Instagram. All posts were created bilingually in German and French. NateWork was responsible for the filming of the chocolate factory in Courtelary.
Responsible at Ragusa: Fabienne Leuenberger (Head of Marketing), Tamara Roth (Marketing Specialist International), Christiane Fahrni (Marketing Employee), Romain Bigler (Digital Marketing Specialist). Responsible at Serviceplan: Nadja Tandler (Art Direction), Carina Kienzle (Graphics), Günter Zumbach, Peter Liptak (Text), Shota Schweingruber (Motion Design), Audrey Isaak, Andrea Staub (Account Direction); Micha Seger (Executive Creative Direction); Pam Hügli, Raul Serrat (overall responsibility). Responsible at Mediaplus: Nathalie Naumann (Junior Digital Manager), Nico Podgorny (CCO/CDO).
