The fireworks of news
An app for Marketing Day, audience interaction, an advertiser on the throne—promising new tools were put to use on “Day of Action” at the KKL Lucerne.
The appearance of Switzerland Tourism boss and in-house advertiser Peter Felser was one of the highlights of the Swiss Marketing Day. For once, it was possible to experience live how clients and external creatives work together. And you could comment on it live. When the audience can join in and vote on questions using handheld devices, it creates a higher degree of connection and can increase the pace and intensity of an event. As was the case on March 8, 2011, when the audience was able to contribute ideas in a "live case" on how the Samaritan Association could raise more donations. The winning idea chosen by the audience was that it should be possible to automatically round up remaining amounts to the nearest franc and donate them directly to the Samaritan Association every time you shop in a Migros or Coop store. Will the idea actually make it to the checkouts of our retailer top dogs in the future?
External performance accelerators
The extent to which the Swiss Marketing Day has already arrived in the future could already be seen in the run-up to March 8, 2011. With the free app, you could keep up to date at all times, upload your own pictures and put your own stamp on the event. Or exchange ideas in the newly designed networking area immediately afterwards.
The Marketing Trophy has also been given a clever facelift. The newly created special award makes it possible to recognize companies that might not succeed in the conventional categories. Because the award winners are often spurred on to top performance to a substantial extent by external creative professionals, it is also easy to understand why the external agencies are now also mentioned in the same breath as the winners and appear on stage with the winners. On the stage, by the way, which is already being prepared - at least mentally - for the Swiss Marketing Day 2012.
