Dildo over the A1
The Weber Harbeke shopping center is literally banking on a "signal effect" for the Würenlos highway rest stop.
The Weber Harbeke shopping center literally sends out a signal for the Würenlos freeway service area: the Würenlos freeway service area is to the A1 freeway what the Matterhorn is to the Valais or the Kappellbrücke is to Lucerne. Anyone who has ever driven to Zurich by car knows the striking building above the six-lane carriageway. It is probably no coincidence that the shopping center in Würenlos is the only shopping paradise with a nickname. However, not everyone who drives under the "Fressbalken" at 100 kilometers per hour is likely to know that in addition to the two restaurants, more than 20 stores are now waiting for customers in this newly renovated center. Full throttle after the waiting period
The Zurich agency Weber Harbeke now wants to change this with a witty campaign. After the pitch success at the beginning of March, Weber Harbeke delivered the first work for its new client Autobahnraststätte Würenlos at Easter. "We knew something might come up. But because there were delays with the conversion, the advertising had to wait. And then suddenly it had to happen quickly ..." It was therefore immediately clear to CD Thomas Harbeke that his ideas had to be "quickly realizable".
A welcome side effect of this way of working: The subjects are also understood very quickly. Weber Harbeke's campaign dramatizes in a striking way that a stop in Würenlos is no longer only worthwhile for eating, but also for shopping. The well-known highway sign was surprisingly modified: The shopping bridge has been replaced by items from the range offered by the service station tenants. In this way, the wide range of offers can be communicated with one campaign idea. Who expects to be able to conveniently buy products from Migros, Beate Uhse, Herren Globus or Lolipop on the highway?
Following its renovation last year, Würenlos is also the largest shopping mall in Switzerland. It offers a comprehensive range of goods and services on two floors. The aim of the campaign is therefore to demonstrate the wide range of food and retail outlets on offer. "The center is well known. It is therefore not the image, but the specific new offers that should be communicated," explains Harbeke. The knowledge objective should now become a behavioral objective.
The budget was not particularly large. However, the advertising has to cover a very wide target group. "The target audience is everyone who drives through down there."
Joint appearance at the start
The campaign was launched with a full-page advertisement in the SonntagsZeitung at Easter, in which all 25 stores and service providers at the Würenlos highway service area are featured. "It seemed impressive to us to start with such a summary.
demonstrate what Würenlos has to offer." The campaign will continue "to remember" in the coming months with selected subjects in Blick. Here, too, the bridge has been replaced by items from the wide range of products offered by the service area tenants.
Weber Harbeke has extensive experience in campaigns for the retail trade. For years, the agency designed the non-food appearance for Migros.
Shopping paradise above the highway: Weber Harbeke demonstrates that you can buy and eat almost anything in Würenlos.
Andreas Panzeri
The Zurich agency Weber Harbeke now wants to change this with a witty campaign. After the pitch success at the beginning of March, Weber Harbeke delivered the first work for its new client Autobahnraststätte Würenlos at Easter. "We knew something might come up. But because there were delays with the conversion, the advertising had to wait. And then suddenly it had to happen quickly ..." It was therefore immediately clear to CD Thomas Harbeke that his ideas had to be "quickly realizable".
A welcome side effect of this way of working: The subjects are also understood very quickly. Weber Harbeke's campaign dramatizes in a striking way that a stop in Würenlos is no longer only worthwhile for eating, but also for shopping. The well-known highway sign was surprisingly modified: The shopping bridge has been replaced by items from the range offered by the service station tenants. In this way, the wide range of offers can be communicated with one campaign idea. Who expects to be able to conveniently buy products from Migros, Beate Uhse, Herren Globus or Lolipop on the highway?
Following its renovation last year, Würenlos is also the largest shopping mall in Switzerland. It offers a comprehensive range of goods and services on two floors. The aim of the campaign is therefore to demonstrate the wide range of food and retail outlets on offer. "The center is well known. It is therefore not the image, but the specific new offers that should be communicated," explains Harbeke. The knowledge objective should now become a behavioral objective.
The budget was not particularly large. However, the advertising has to cover a very wide target group. "The target audience is everyone who drives through down there."
Joint appearance at the start
The campaign was launched with a full-page advertisement in the SonntagsZeitung at Easter, in which all 25 stores and service providers at the Würenlos highway service area are featured. "It seemed impressive to us to start with such a summary.
demonstrate what Würenlos has to offer." The campaign will continue "to remember" in the coming months with selected subjects in Blick. Here, too, the bridge has been replaced by items from the wide range of products offered by the service area tenants.
Weber Harbeke has extensive experience in campaigns for the retail trade. For years, the agency designed the non-food appearance for Migros.
Shopping paradise above the highway: Weber Harbeke demonstrates that you can buy and eat almost anything in Würenlos.
Andreas Panzeri
