The latest rumor
Bier Numéro 10 in Bern created a buzz campaign for Cardinal Bier that was low-budget but had a big impact.
Bier Numéro 10 in Bern has created a buzz campaign for Cardinal Bier with a small budget and a big impact. "We live in a time when we are all overwhelmed with too much information. That's why advertising has to look for new ways to still reach its target audience." Gilles Aeby from Numéro 10 has written this realization, which is becoming more and more true every day, thickly in his strategy book. The agency for branding and communication in Bremgarten, Bern, has been specializing in dynamic communication and, above all, buzz marketing, in addition to classic advertising, for some time now.
"Buzz" can be translated as "rumor". Buzz usually works in combination with the three other "dynamic" campaigns guerrilla advertising, blogs and viral marketing.
The Numéro 10 campaign for the launch of the new Cardinal wheat beer is a buzz campaign that is currently causing quite a stir in French-speaking Switzerland despite a small budget. This anniversary beer for the 850th birthday of the city of Fribourg is brewed with selected wheat from the Fribourg region. During the teaser phase of the campaign, the agency ran several small advertisements in the local newspapers for three weeks featuring Dominique de Buman, a well-known member of the National Council and former city administrator in Fribourg, without comment but with an ear of wheat in his mouth. "What's the point?" the public had to ask. Of course, a link was soon made between wheat and beer. However, as Mr. de Buman is a highly respected personality who nobody would trust with a sideline advertising appearance, the first speculative articles with possible explanations soon appeared. The blogger scene naturally also had its own thoughts. "The rumor mill was churning," Aeby rejoiced when the newspaper Le Matin published a notice accusing politician Buman of unsuitable advertising business.
It was only on the day before the launch of the new beer that the agency revealed the secret at a media conference attended by twelve journalists. Mr. de Buman is an official member of the city's anniversary committee and has therefore allowed himself to be involved in the traditional Fribourg brewery's anniversary beer. All the media in French-speaking Switzerland subsequently reported extensively on this campaign. The French television station TSR even devoted a lengthy report to the subject.
In parallel to these media reports, Numéro 10 presented the new product in advertisements in which Dominique de Buman personally explained the background to this limited-time beer.
Andreas Panzeri
A city in the throes of victory
The dynamic possibilities of communication
Numéro 10 also played around the victory celebrations of the Benetton Fribourg Olympic Basketball Club. When this club won the Swiss Cup, the aim was to publicize the event to a wide section of the population.
In a guerrilla action
Numéro 10 covered important street signs with the names of the basketball players on the Monday after the cup win. The monument to Père Girard was covered with a club jersey, and such jerseys were also hung on washing lines above the streets. It was all illegal, of course, but nevertheless caused a sympathetic stir among the population. (pan)
"Buzz" can be translated as "rumor". Buzz usually works in combination with the three other "dynamic" campaigns guerrilla advertising, blogs and viral marketing.
The Numéro 10 campaign for the launch of the new Cardinal wheat beer is a buzz campaign that is currently causing quite a stir in French-speaking Switzerland despite a small budget. This anniversary beer for the 850th birthday of the city of Fribourg is brewed with selected wheat from the Fribourg region. During the teaser phase of the campaign, the agency ran several small advertisements in the local newspapers for three weeks featuring Dominique de Buman, a well-known member of the National Council and former city administrator in Fribourg, without comment but with an ear of wheat in his mouth. "What's the point?" the public had to ask. Of course, a link was soon made between wheat and beer. However, as Mr. de Buman is a highly respected personality who nobody would trust with a sideline advertising appearance, the first speculative articles with possible explanations soon appeared. The blogger scene naturally also had its own thoughts. "The rumor mill was churning," Aeby rejoiced when the newspaper Le Matin published a notice accusing politician Buman of unsuitable advertising business.
It was only on the day before the launch of the new beer that the agency revealed the secret at a media conference attended by twelve journalists. Mr. de Buman is an official member of the city's anniversary committee and has therefore allowed himself to be involved in the traditional Fribourg brewery's anniversary beer. All the media in French-speaking Switzerland subsequently reported extensively on this campaign. The French television station TSR even devoted a lengthy report to the subject.
In parallel to these media reports, Numéro 10 presented the new product in advertisements in which Dominique de Buman personally explained the background to this limited-time beer.
Andreas Panzeri
A city in the throes of victory
The dynamic possibilities of communication
Numéro 10 also played around the victory celebrations of the Benetton Fribourg Olympic Basketball Club. When this club won the Swiss Cup, the aim was to publicize the event to a wide section of the population.
In a guerrilla action
Numéro 10 covered important street signs with the names of the basketball players on the Monday after the cup win. The monument to Père Girard was covered with a club jersey, and such jerseys were also hung on washing lines above the streets. It was all illegal, of course, but nevertheless caused a sympathetic stir among the population. (pan)
