Ingo and Geberit calculate the perfect time for a toilet break

Having to go to the toilet during the live broadcast of a football match is inconvenient. But it's really annoying for football fans when they miss a goal right then.

Ingo Zürich has developed a practical service for Geberit AquaClean shower toilets to prevent this from happening to fans at home in front of the TV: An algorithm has analyzed the matches of the Spanish La Liga, the Italian Serie A and the Swiss Super League over the last few decades. This data shows that there are clear tendencies in all matches as to when goals are scored in the respective games and when there are drops in performance.

Based on data from hundreds of thousands of minutes of play, it is possible to precisely predict in which phase of the respective match goals are most likely to be scored - and consequently also what is important for fans: When you can relax and go to the toilet without missing anything.

This information was recorded live in the form of cut-ins at the relevant moment of the match. And that in the most popular top games and derbies in these leagues.

At the top match between Juventus and AS Roma, spectators learned that for 22 years there has been a scoring drought between the 51st and 54th minute. In other words, this is the best time to relax and go to the toilet. Or that Real Madrid have already scored 16 goals between the 39th and 45th minute in the derby against Real Betis Sevilla, so it's better to relieve the pressure right beforehand.

In this way, Geberit AquaClean became the sender of information that made life easier for fans in an environment of maximum attention. "The implementation shows that you can use almost any medium in an innovative way," explains Swen Morath, Chief Creative Officer at Ingo Zürich. "What we particularly like about the concept is that it is based on an observation that we can all understand very well and creates a direct link to the product in a live situation."

After the recommended toilet break - statistically proven to last around four minutes in Switzerland - a competition for an AquaClean shower toilet was displayed. And the result: If fans kept to the time slots recommended by Geberit for a toilet break, they didn't miss a single goal - so the data wasn't lying.

INTERVIEW

"The campaign is a brilliant start for Ingo ZH"

The rebrand from Wunderman Thompson to Ingo Zurich was completed in May 2024. The Geberit campaign around football matches is an early hit. Anna Kohler from m&k spoke to Swen Morath (left), Co-CEO of Ingo Zurich, and Stephan Vogel, CCO Ogilvy EMEA, about the launch of Ingo in Switzerland.

m&k: Ingo Zürich has made a good start with the current Geberit campaign.

Dr. Stephan Vogel: Absolutely, a great case with insights that are so close to people. Going to the toilet during an important football match - a horror (laughs). There is so much attention to detail in this campaign, Ingo Zurich has gone back up to 40 years in his research to really find out when the chances are best not to miss a goal when nature calls. Swen and his team got off to a real Ingo Zurich start. So charming and humorous.

Swen Morath, how smoothly did the rebrand go?

Swen Morath: I have already rebranded with the agency several times in recent years. The one with WT was difficult, with Ingo it's easier. People know the cases of Ingo Stockholm and Hamburg. Our clients have given us a lot of positive feedback. But the most important thing is that our team is enthusiastic about the Stockholm, Hamburg and Zurich axis.

Ingo is part of the Ogilvy family. Can you tell us something about the origins of the boutique agency?

Bird: Ingo was born in Stockholm in 2012 as a merger between Grey and Ogilvy. With campaigns such as "The Swedish Number" and "Moldy Whopper", the creatives at Ingo Stockholm have sparked international enthusiasm - the agency has become a star. Clients love Ogilvy as a large network agency, and that has enormous advantages. We work across agencies and benefit from borderless creativity. But our clients also love boutique agencies: they radiate proximity, are lean, agile and can still build on an extensive network. Two years ago, we positioned Ingo as a creative spearhead. With Hamburg and now Zurich, we have created a strong, creative axis.

What is your role as Chief Creative Officer EMEA?

We have around 5300 employees. When big international pitches are due, I organize that the right people are assigned to the respective projects. Once a year, the creative directors from all countries present their best projects. These meetings take place physically in different cities. We then look for the gold nuggets. We then look at how the work can be made even more brilliant. My focus is on supporting creative excellence and creating a climate of trust. I got to know Swen years ago and appreciate both his work and his personality. So it seemed a logical step for me to rebrand Wunderman Thompson to Ingo and integrate it into the Ogilvy family with all its benefits.

Swen Morath, how were you accepted into the Ogilvy network?

Morath: I took part in three international meetings, together with an incredible number of creative minds from Ogilvy, David Madrid and Ingo. I received a very warm welcome. I was impressed by how the network really lives up to its claim of Borderless Creativity. There really are no borders. That's why I'm very happy to now be part of the Ingo team and therefore also part of the Ogilvy family.

Responsible at Geberit AquaClean: Margit Pfeifer, Selina Della Rossa, Gabriel Blanco, Karin Lang, Huyen Trang Nguyen, Corina Gossner, Irmak Divrikli. Responsible at Ingo Zürich: Susi Martin (consulting); Avsar Yildiz, Sonja Gross, Alisa Lomovceva, Dany Boletas, Johannes Jordan, Samuel Wicki, Bruce Roberts, Swen Morath (creation). Responsible at Blue Sport: Pascal Santi, Alessio Klucker.