For a tüüfä gsundä dream
Bettwaren Ruf Lanz has extended sleep into dreams for Bico mattresses and realized two slept-in spots.
Bettwaren Ruf Lanz has extended sleep into dreams for Bico mattresses and realized two sleepy spots. The slogan "Für ä tüüfä gsundä Schlaaf" is one of the classics in the Swiss advertising world. The slogan is folklore and unforgettably evokes Bico mattresses, even though it has not been the focus of campaigns for about ten years. However, the text was still used as a binder in the last spot with the "Japanese". At a meeting among business people, the Japanese are visibly struggling with their traditional kippers because they have obviously not slept on a Bico mattress.Now the bed has been remade - or rather Ruf Lanz has been entrusted with the budget for Bico after a pitch last December.
It was also clear to Markus Ruf and Danielle Lanz that the slogan is capital. But it must be developed further in a new campaign. What comes after the good and deep sleep?
You can go to work rested, for example. But that's not particularly sexy for a product promise. So the creatives at Ruf Lanz first had a really good rest themselves - and then, freshly invigorated, were able to work out the idea that a deep and good night's sleep can also produce "beautiful dreams". This basic idea now forms the basis for a concept that can be creatively gratefully "thematized in a wide variety of versions in the future," as Markus Ruf promises.
For the time being, the agency has realized two spots. These are to keep the brand Bico sensationally present as well as to connect it on the image level with the predicate "likeable".
In the first spot, an all-around likeable Swiss housewife dreams herself to a distant dream beach, where she is of course not alone. In the second spot, a shy young man dreams up the woman of his dreams. Stringent resolution at the end: "So that you dream something beautiful: Bico. For a tüüfä gsundä Schlaaf."
Markus Ruf is pleased to say that the freedom of design made it possible to "not have to show a pack shot of a mattress" in these films, which are very much based on the cinema model. For information purposes, there will continue to be factual short spots on the various products in addition to the image spots at the product level. Ruf Lanz also does not make any further print subjects. These will be realized in-house at Bico by a specialized graphic designer.
The new spots were "dreamlike staged" by Condor Films. The shoot went down in Tenerife because the crew found the summer climate needed for such lukewarm dreams here. "And because Tenerife is not at the end of the world, so the budget did not go into expensive flights, but really into the production," reckons Markus Ruf. Patrick Senn acted as director, who, similar to his latest Migros commercials, was able to participate in the design process at an early stage.
On the psychological level, great importance has been attached to authenticity. Thus, the actors seen here in their dreams are really quite normal Swiss people.
Healthy sleep from a healthy company
Since 1861
Bico stands for dreamlike sleeping comfort. Since modern mattresses began their triumphant advance some 40 years ago, Bico has been at the forefront. In the last four years, the company from Schänis has revolutionized Swiss sleeping comfort once again with innovative concepts in the premium sector such as ClimaLuxe, AirPulse, MicroClean and Privilège. Bico further established itself as the clear market leader. Today, every third mattress sold in Switzerland comes from Bico. According to current market research, seventy percent of Bico users say they would "quite definitely" or "definitely" buy a Bico again.
Healthy sleeping comfort is based primarily on the optimal combination of mattress and bed frame. The mattress provides the fine adjustment to the body, the insert frame or slatted frame is responsible for the rough support and balancing of the body.
Andreas Panzeri
It was also clear to Markus Ruf and Danielle Lanz that the slogan is capital. But it must be developed further in a new campaign. What comes after the good and deep sleep?
You can go to work rested, for example. But that's not particularly sexy for a product promise. So the creatives at Ruf Lanz first had a really good rest themselves - and then, freshly invigorated, were able to work out the idea that a deep and good night's sleep can also produce "beautiful dreams". This basic idea now forms the basis for a concept that can be creatively gratefully "thematized in a wide variety of versions in the future," as Markus Ruf promises.
For the time being, the agency has realized two spots. These are to keep the brand Bico sensationally present as well as to connect it on the image level with the predicate "likeable".
In the first spot, an all-around likeable Swiss housewife dreams herself to a distant dream beach, where she is of course not alone. In the second spot, a shy young man dreams up the woman of his dreams. Stringent resolution at the end: "So that you dream something beautiful: Bico. For a tüüfä gsundä Schlaaf."
Markus Ruf is pleased to say that the freedom of design made it possible to "not have to show a pack shot of a mattress" in these films, which are very much based on the cinema model. For information purposes, there will continue to be factual short spots on the various products in addition to the image spots at the product level. Ruf Lanz also does not make any further print subjects. These will be realized in-house at Bico by a specialized graphic designer.
The new spots were "dreamlike staged" by Condor Films. The shoot went down in Tenerife because the crew found the summer climate needed for such lukewarm dreams here. "And because Tenerife is not at the end of the world, so the budget did not go into expensive flights, but really into the production," reckons Markus Ruf. Patrick Senn acted as director, who, similar to his latest Migros commercials, was able to participate in the design process at an early stage.
On the psychological level, great importance has been attached to authenticity. Thus, the actors seen here in their dreams are really quite normal Swiss people.
Healthy sleep from a healthy company
Since 1861
Bico stands for dreamlike sleeping comfort. Since modern mattresses began their triumphant advance some 40 years ago, Bico has been at the forefront. In the last four years, the company from Schänis has revolutionized Swiss sleeping comfort once again with innovative concepts in the premium sector such as ClimaLuxe, AirPulse, MicroClean and Privilège. Bico further established itself as the clear market leader. Today, every third mattress sold in Switzerland comes from Bico. According to current market research, seventy percent of Bico users say they would "quite definitely" or "definitely" buy a Bico again.
Healthy sleeping comfort is based primarily on the optimal combination of mattress and bed frame. The mattress provides the fine adjustment to the body, the insert frame or slatted frame is responsible for the rough support and balancing of the body.
Andreas Panzeri
