The Lord of the Rings

Campaign of the Year The readers of TR7 and Werbewoche have chosen their campaign favorites of 2004. Rings didn't just bring director Peter Jackson luck last year. With 19 percent of all votes, another "Lord of the Rings" came out on top in the campaign of the year (KdJ): tire specialist Pneu Egger. For years, the Aarau-based company has been urging drivers in spring and fall to adapt their tires to the season. The means to this end are humorous TV commercials. The first work from Wirz Werbung, which had previously taken over the budget from Advico Young & Rubicam, kicked off in 2004. The decision of the Wirz creatives to continue using high-impact TV commercials to generate laughter and attention and thus create the necessary recall value despite a modest media budget seems to have been the right one. Although the campaign with the likeable lady feeling the third spring was shown in the first half of the year, it was very well remembered by almost one in five CYP participants - and therefore garnered votes accordingly. FOPH a hair's breadth ahead of EmmiThe continuation of the Federal Office of Public Health's (FOPH) tobacco prevention campaign also made it onto the podium. Last year, this was dedicated to the topic of passive smoking. The corresponding advertising measures were designed by the agencies By Heart in Zurich and cR Kommunikation in Bern. In commercials and advertisements, the creatives dramatized the results of the FOPH study, according to which 71% of the Swiss population are non-smokers. And also do not want to smoke passively. This apparently also applies to a large proportion of Werbewoche and TR7 readers, as 11.5 percent of all calls, text messages and postcards were attributable to the FOPH campaign.
With just three fewer votes, the Emmi campaign for Gerber fondue also delighted TV viewers. The client and agency - Burson Marsteller - also relied on an appeal to the laugh muscles when updating the image of the ready-made fondue.
In the style of MTV formats such as Jackass, the short films were aimed primarily at a young audience. The fondue stories always focus on the "punishments" that are imposed when a piece of bread is lost. Maybe it's the season, maybe it's the witty execution, but Gerber-Fondue won the bronze medal out of the 17 works put forward for selection.
The top ten 1. Pneu Egger (Wirz, Zurich)
2 BAG tobacco prevention
(By Heart, Zurich)
3rd Gerber fondue/Emmi
(Burson Marsteller, Zurich/Bern)
4. home for the blind Mühlehalde
(Ruf Lanz, Zurich)
5 Migros Engagement/MGB
(Publicis, Zurich)
6. kuoni
(Fish Meier Direct, Adliswil)
7. m-budget/MGB
(Exxtra Communication, Zurich)
8th Ikea (Unikat, Küsnacht)
9th BeerTender/Heineken
Switzerland (Publicis, Zurich)
10th SBB (Jung von Matt/Limmat)
Top of the podium: The laughter campaign by Wirz Werbung for Pneu Egger came out on top.
Close your nose and go: The BAG tobacco prevention campaign by By Heart and cR Kommunikation was a hit.
Creamy: Gerber fondue appearance.
Simone Keller