Manuel Akanji Promotes Vitaparcours with "Brinkertlück"
National team player Manuel Akanji is manning the front desk at Switzerland’s largest fitness center—and using humor to highlight the unique benefits of Zurich vitaparcours. The campaign was conceived by brinkertlück Schweiz.
Manuel Akanji at the reception for the Zurich vitaparcours
With around 500 courses in every canton, the Zurich vitaparcours are as much a part of Switzerland as the Alps, lakes, and forests. For the Zurich vitaparcours campaign, national team player Manuel Akanji is now taking on an unusual role: He personally welcomes amateur athletes at the starting point—and, with a wink, points out the «house» rules, which, of course, don’t actually exist.
Humor as a Tool for the Zurich vitaparcours Campaign
The campaign, conceived and implemented by brinkertlück Switzerland, deliberately plays on the contrast between a traditional fitness center and outdoor activities. That’s because the Zurich vitaparcours excel precisely where other fitness centers have limitations: no membership required, no dress code, no set hours, and you never have to put the equipment away after your workout. Manuel Akanji communicates all these benefits right at the «reception desk»—with humor and to the point.
According to Zurich, the campaign is designed to promote its commitment to health promotion, experiences in nature, and the advancement of recreational sports.
Elite Sports Meets Recreational Sports
As the official insurance partner of the Swiss national soccer teams, Zurich can count on approachable elite athletes with international appeal. According to the press release, Manuel Akanji, a center back for Inter Milan, is set to highlight the core idea behind the Zurich vitaparcours: Health promotion through exercise begins right on your own doorstep. The Vitaparcours symbolize that this commitment extends not only to elite sports but also to recreational sports—regardless of age, fitness level, or athletic ambition, Zurich states.
The campaign will run at select open-air movie theaters across Switzerland—a placement that fits the theme: Experience shows that people who enjoy watching movies under the open sky also prefer to exercise outdoors. In addition, short clips on digital channels and social media will help expand the campaign’s reach.
Responsible at Zurich: Priska Kaspar (Head of Marketing), Reto Bolli (Head of Sponsorship & Live Marketing), Petra Mosberger (Sponsorship Manager), Julia Hengsteler (Content & Social Media Manager). Concept and implementation: Brinkertlück, Switzerland.
