The land of milk and honey in the border triangle
cR Basel is repositioning the Stücki shopping center as a «true piece of Basel.».
I would like to pay you a big compliment. The Christmas campaign is great. The posters are eye-catching, stand out from the rest and have been put to excellent use thanks to the outstanding media planning," praises Andreas Lehr. The Head of Marketing Services at the Migros Cooperative Basel is convinced: "With the new Stücki image, we will succeed in repositioning the Stücki and bringing it closer to the people of Basel. Sooner or later, the Stücki will become a real piece of Basel."
With the shopping center on the site of the former piece dye works, an industrial wasteland was given a new lease of life in 2009. The Stücki was built by Swiss Prime Site. It is operated by ECE. Europa Bau- und Projektmanagement G.m.b.H., based in Hamburg, is the market leader in Europe with 140 shopping centers. In terms of floor space, Stücki is number 10 in Switzerland; in terms of variety, it is just behind the leader Tivoli in Spreitenbach. Like most shopping centers, however, it takes time for a new player on the market to establish a regular clientele.
In September, five agencies were invited to pitch for a comprehensive campaign. The winner was cR Basel. The agency's work was not actually due to be used until January 2011 to launch the Stücki's new positioning. However, because the center management headed by Jan Tanner and Christoph Keimes particularly liked the ideas, the Christmas campaign has now also been designed by cR Basel.
The campaign aims to be "a plea for the good new", as Managing Director Peter Frey explains at cR Basel. The aim is also to create a positive "we-feeling" around the new Stücki among the people of Basel. To this end, the team led by Strategic Director Daniel Bürgi has invented the "Stücki People", likeable characters who all appear with the slogan: "I like it." On the one hand, this means that the people of Basel like the fact that they now have such an enrichment for shopping. On the other hand, the claim is also intended to make it clear that the Stücki is easily accessible by public transport.
The basic concept of the Christmas campaign can also be adapted for other waves. In addition to the posters and advertisements, a voucher booklet has become a focal point. This 64-page brochure with a print run of 270,000 not only entices customers with attractive discounts. The illustrations and logos also provide a concentrated visualization of how many stores offer their goods in Stücki. There are 120 stores and restaurants with a total of 800 employees on 32,000 m2 of retail space. Customers can stroll along 2.5 kilometers of "shopping pleasure".
Andreas Panzeri
With the shopping center on the site of the former piece dye works, an industrial wasteland was given a new lease of life in 2009. The Stücki was built by Swiss Prime Site. It is operated by ECE. Europa Bau- und Projektmanagement G.m.b.H., based in Hamburg, is the market leader in Europe with 140 shopping centers. In terms of floor space, Stücki is number 10 in Switzerland; in terms of variety, it is just behind the leader Tivoli in Spreitenbach. Like most shopping centers, however, it takes time for a new player on the market to establish a regular clientele.
In September, five agencies were invited to pitch for a comprehensive campaign. The winner was cR Basel. The agency's work was not actually due to be used until January 2011 to launch the Stücki's new positioning. However, because the center management headed by Jan Tanner and Christoph Keimes particularly liked the ideas, the Christmas campaign has now also been designed by cR Basel.
The campaign aims to be "a plea for the good new", as Managing Director Peter Frey explains at cR Basel. The aim is also to create a positive "we-feeling" around the new Stücki among the people of Basel. To this end, the team led by Strategic Director Daniel Bürgi has invented the "Stücki People", likeable characters who all appear with the slogan: "I like it." On the one hand, this means that the people of Basel like the fact that they now have such an enrichment for shopping. On the other hand, the claim is also intended to make it clear that the Stücki is easily accessible by public transport.
The basic concept of the Christmas campaign can also be adapted for other waves. In addition to the posters and advertisements, a voucher booklet has become a focal point. This 64-page brochure with a print run of 270,000 not only entices customers with attractive discounts. The illustrations and logos also provide a concentrated visualization of how many stores offer their goods in Stücki. There are 120 stores and restaurants with a total of 800 employees on 32,000 m2 of retail space. Customers can stroll along 2.5 kilometers of "shopping pleasure".
Andreas Panzeri
