Wirz launches humorous campaign for Migros Mobile
Migros is more than just groceries—it also offers cell phone plans on Swisscom’s 5G network. Wirz is launching a new video campaign to raise awareness of Migros Mobile. The campaign centers on humorous commercials in which Migros customers ask for ground beef and low-fat quark at a cell phone store.
When you think of Migros, you probably think of food, private labels and low prices. However, not everyone knows that the retailer also offers cell phone subscriptions on Swisscom's 5G network. Following the launch of the low-cost telecommunications offer last fall, a new campaign by Wirz is now focusing on raising awareness of Migros Mobile.
At the center is a humorous moving image series in which Migros customers cause confusion in a cell phone store because they inquire about Migros products as a matter of course. However, it becomes clear that just because Migros is now a cell phone provider does not make a cell phone provider Migros.
«The campaign deliberately plays with the strong perception of the Migros brand - and turns it around for once. Precisely because the situation becomes absurd as a result, the message sticks,» explains Michèle Leibacher, Campaigning Project Manager at Migros.
The films are played out in various endings and combine image and offer communication for the cell phone, Internet and TV offers. At the same time, the campaign launch focuses on an attractive switching offer: anyone who switches to Migros Mobile now will not receive a cell phone bill for the first two months.
The campaign is now running on TV and online.
Person in charge at Migros Supermarket: Rémy Müller (Head of Marketing & Communication), Frédéric Zürcher (Head of Campaigning & Sponsoring), Désirée Strassmann (Head of Campaigning), Michèle Leibacher (Project Manager Campaigning), Erasmo Palomba (Creative Producer), Malgorzata Pahud (Media Manager Performance), Stefanie Meili (Media Manager Digital) Responsible at the Wirz Group: Livio Dainese, Jan Kempter, Jannic Mascello, Josephine Jeanguenin, Laura Schädler, Sonja Jegen Responsible for film: Markenfilm (Film Production), Nalle Sjöblad (Director), Mikael Gustaffson (DoP), Joel Scheidegger (Executive Producer), Stephanie Heitz (Line Producer), Robin Fessel (Production Designer), Thomas Wedekind (Editor), Jingle Jungle (Sound Studio), Brauereisound (Audio Production)
