Dreaming for months
Kantonalbanken Spillmann Felser Leo Burnett launches the "Dreamcard" campaign to fulfill countless dreams.
Cantonal banks Spillmann Felser Leo Burnett launches the "Dreamcard" campaign to make countless dreams come true: there has never been a birthday party like this in Switzerland. To mark the 100th anniversary of the Association of Swiss Cantonal Banks, Switzerland is to start dreaming. From April to December 2007, the 24 cantonal banks want to fulfill around 400 special wishes. The campaign is a mega-event with the promising name "Dreamcard" and was launched by Spillmann Felser Leo Burnett. Since last August, this agency has been designing, planning and implementing countless surprises in an open-plan office set up especially for this campaign. SFLB won the Dreamcard project in a multi-stage and intensive evaluation process, as project manager Rolf Zimmermann reveals. With this campaign, the cantonal banks want to "thank the Swiss population for their loyalty", as Hanspeter Hess from the Association of Swiss Cantonal Banks explains. They have over 800 branches in Switzerland - and almost everyone in the country has done business with a cantonal bank at some point. Nevertheless, the anniversary campaign is not only aimed at customers, but "the whole of Switzerland should be able to dream".
The idea: no one-off big celebration and no short-lived competition, but rather a small but nice event at least every three days for nine months to keep the cantonal banks in the media. The concept is as follows: the cantonal banks fulfill as many dreams as possible for the Swiss population. These dreams are organized as exclusive experiences and raffled off. At regular intervals of six weeks, new dreams are posted on the website www.dreamcard.ch for the prize draw and announced using various advertising materials.
Anyone interested can register on this website and enter one or all of the 400 or so prize draws. The competition prizes include everything that could one day bring joy to a wide range of audiences in Switzerland. The group "Stärneföifi" sings in schools, Polo Hofer invites you to an exclusive concert on the Blüemlisalp steamship, Mahara Mc Kay plays at a private party. But you can also win a wedding dress, a weekend in a monastery, a champagne breakfast on the Rhine Falls rock or a day with a bearded vulture. The winners will be drawn by lot on a predetermined date. The competition is exceptionally "correspondence-led", as videos and photos will be used to publicize all the prizes on the website.
SFLB has produced posters, advertisements, bank statement inserts and a series of TV commercials to promote the campaign. Dreamcard is also the main sponsor of the new program "Happy Day" on SF1, where one wish fulfillment is also shown publicly per program.
Five waves of the prize draw are planned. The banks want to circulate 500,000 flyers for each one. Viral marketing also plays a central role. Various "send-to-a-friend" functions have been built into the website. A Dreamcard with a personal code makes it easier to take part in further prize draws. This also serves as ID for access control to the various events. However, the card is also a "Trojan horse", because anyone who carries a card with the Kantonalbank logo in their wallet for nine months...
Andreas Panzeri
The idea: no one-off big celebration and no short-lived competition, but rather a small but nice event at least every three days for nine months to keep the cantonal banks in the media. The concept is as follows: the cantonal banks fulfill as many dreams as possible for the Swiss population. These dreams are organized as exclusive experiences and raffled off. At regular intervals of six weeks, new dreams are posted on the website www.dreamcard.ch for the prize draw and announced using various advertising materials.
Anyone interested can register on this website and enter one or all of the 400 or so prize draws. The competition prizes include everything that could one day bring joy to a wide range of audiences in Switzerland. The group "Stärneföifi" sings in schools, Polo Hofer invites you to an exclusive concert on the Blüemlisalp steamship, Mahara Mc Kay plays at a private party. But you can also win a wedding dress, a weekend in a monastery, a champagne breakfast on the Rhine Falls rock or a day with a bearded vulture. The winners will be drawn by lot on a predetermined date. The competition is exceptionally "correspondence-led", as videos and photos will be used to publicize all the prizes on the website.
SFLB has produced posters, advertisements, bank statement inserts and a series of TV commercials to promote the campaign. Dreamcard is also the main sponsor of the new program "Happy Day" on SF1, where one wish fulfillment is also shown publicly per program.
Five waves of the prize draw are planned. The banks want to circulate 500,000 flyers for each one. Viral marketing also plays a central role. Various "send-to-a-friend" functions have been built into the website. A Dreamcard with a personal code makes it easier to take part in further prize draws. This also serves as ID for access control to the various events. However, the card is also a "Trojan horse", because anyone who carries a card with the Kantonalbank logo in their wallet for nine months...
Andreas Panzeri
