m+k Podcast: «No coincidence» - how Swiss Post Advertising and Brinkertlück Creatives are re-orchestrating advertising impact

The question sounds simple, but it hits a nerve in the industry: how much chance does modern advertising still need? For Dennis Lück, creative head at Brinkertlück Creatives and former Advertiser of the Year, the answer was quickly clear: preferably none at all. «We're actually doing a fine little abolition of chance,» is how he describes the central idea behind the campaign, which he developed together with Swiss Post Advertising. What began as a briefing quickly became a statement to the advertising market.

Cross moments instead of scattered fire

At the heart of the concept are so-called cross moments - attention-grabbing everyday situations in which target groups are particularly receptive to messages. Raphael Bratschi, responsible for the cross-media advertising ecosystem at Swiss Post Advertising, cites specific examples: the waiting time at the post office counter, the moment at the letterbox, a push notification on the move. «These are moments where the focus is on and you are not distracted by other topics,» says Bratschi. The targeted combination of such touchpoints - based on first-party data - is increasingly replacing the principle of hope in media planning.

Creativity needs architecture

For Lück, this architecture opens up a larger creative playground, but one that is also more complex. Instead of a single spot or three subjects, it is important to think about a central idea across networked moments. «As a creative, real-life examples always provide me with the food I need to work and play well,» he says. This is how the striking imagery of the campaign came about: a thousand yellow umbrellas as a symbol of the fact that Swiss Post Advertising makes brands visible where it counts - not by chance, but by planning.

Lück is remarkably open about the topic of courage in advertising. The constant talk about courage makes him «sometimes really tired». His credo: «The best ideas no longer require courage. If everyone at the table knows it's a great idea, then you just go for it.» Bratschi confirms this from the customer's point of view. From the outset, the collaboration was based on conviction, not risk calculation. «We are convinced that it will work - and then you just get on with it,» says Bratschi.

Data quality beats data quantity

A key success factor is the quality of the data. Bratschi emphasizes that the origin of the data is more important than its quantity. Swiss Post Advertising works with its own first-party data, which is validated and collected transparently. «First-party data makes advertising more precise and more effective,» he summarizes. He compares the digital status quo with Las Vegas: «Flashing, wildly mixed up and full of sensory overload.» Cross Moments are the alternative - targeted attention instead of constant fire.

Neither of them hide the fact that advertising can never be completely controlled. Data protection sets natural limits, and a little bit of chance is part of life. But Lück counters: «What we can do is plan as well as possible so that we go in with a good feeling and know that we have orchestrated everything.» The «Kein Zufall» campaign is designed as a platform, a drawer full of ideas for future waves and viral campaigns. Presenter Anna Kohler sums up the conversation aptly: today, impact is less about luck - and more about orchestration.

The video podcast episode on Spotify

The podcast was produced in the Castalavista audio and video podcast studio by Soltmannowski Kommunikation on behalf of m&k.