Selling with heart and soul
Book trade The Bern-based Billingue agency Numéro 10 is running the first image campaign in Switzerland for the Fnac chain of stores.
French retail chain for books, music and technology, in 2000
opened its first store in Switzerland. In the meantime, the
company already has a second store in Geneva,
one in Lausanne and, most recently, a branch in Fribourg. Planned
expansion into the German-speaking part of Switzerland. Suitable locations
is looking for Fnac in Zurich, Basel and Berne.
Since the appearance of the French multimedia specialist in the
Switzerland is managed by the Numéro 10 agency in Bremgarten, Bern
all communication measures for Fnac Switzerland. So far
strategist Gilles Aeby and his team, the opening of the
various stores with all kinds of actions and campaigns
made. Now, for the first time, the budget also allows for an image campaign.
Numéro 10 had a completely free hand for these ideas and did not have to worry about
based on the advertising of Fnac in Paris. We found what we were looking for at
implementation, the agency is particularly passionate about the
"With heart and soul" is the keyword for Fnac's sales staff.
their work, because the sales clerks at Fnac are supposed to
Competence specifically with preferences for certain books, videos, a new
CD or, for example, their favorite movie on DVD to their customers as well.
are allowed to make themselves known. "All sales assistants or consultants at Fnac
In accordance with the company's concept, individual
recommend products individually and put them in the foreground",
explains Aeby.
This personal identification with an offer now also forms the
The basis for the three print subjects for the time being. They show "the total
competence", for example in the area of music CDs, in that the salesperson as
drummer is incorporated into a rock band. Another subject shows
the salesman as an actor in a video film. "As if these scenes were his personal dream world
would be," says Aeby. This realization becomes stylistically legible with the help of
of the graphic. The contrast image works with photos that are
comic drawings have been incorporated.
The campaign will be placed in all major print media in French-speaking Switzerland. Posters may also be used in a second phase.
Andreas Panzeri
