Lesch + Frei: Going to the dogs for Rega
In order to expand its patron base, Swiss Air-Rescue Rega selected Lesch + Frei Zurich as its new communications partner in a pitch last fall. Now the agency is sending a St. Bernard into the race.
According to the advertisers, they were looking for a positive message with a likeable, humorous implementation and came up with the dog. The St. Bernard is known and loved by young and old as a lifesaver in the mountains - just like Rega. His only disadvantage: he can't fly. But this is exactly what he wants to change in the new Rega communication. Equipped with a pilot's cap and pilot's headphones, he tries to emulate Rega's rescue pilots and save people in places where others cannot go. With great dedication, but without success. This failure is intended to make Rega's achievements even greater and to show the viewer how important his patronage contribution is. All the advertising material is concluded with the headline "Rega is needed until he learns to fly" and the invitation "Become a patron now."
The basic advertising media - TV commercials, posters and banners - will be used at the beginning of April. They accompany the fund-raising mailing. They are supported by occasional ads, a flyer, cards-for-free and social media measures.
http://www.youtube.com/watch?v=V0DQtenTSFQ
Responsible at Rega: Sascha Hardegger (Head of Communications and Patrons), Maria Betschart (Communications). Responsible at Lesch + Frei Zurich: Thomas Lüber (CD and text), Matthias Kadlubsky (AD), Irene Stutz (consulting), Barbara Meier and Désirée Guzzo (polygraphy). Responsible for the film: Glass Film, Hamburg: Christian Aeby (director), Stephanie Martens (producer). Responsible for the photography: Scheffold Vizner.
