Plan.Net Suisse launches campaign for Fine Food
Plan.Net Suisse is currently launching a broad-based and multifaceted campaign for Fine Food, in which Coop’s Fine Food premium brand is set to set new standards online with exceptional advertising materials.
In addition to standard banners on various portals, special moving image productions and a completely new format for Swiss news portals, the "floor ad," are used. The testimonial is once again celebrity chef Ivo Adam, with whom users can interact directly - he even talks to them. He does this by means of audio messages. Based on the idea of the TV commercial, in which Adam has a car breakdown and gives cooking instructions to his friends at home by cell phone, special audio messages were recorded under the slogan "Ivo is calling". This integrated campaign aims to directly involve visitors to the website, address them on a personal level, and thus confront them more intensively with fine food, explains Yvan Piccinno, Partner and Managing Director of the digital agency Plan.Net Suisse.
The new campaign under the claim "For special moments" will also set new standards with a new banner format never before seen on Swiss news portals, the "floor ad. This is a banner that is displayed across the entire width of the lower part of the screen and can be seen on the 20min.ch portal. Standard banners and various special moving image productions will also be displayed on Tagesanzeiger.ch, Bernerzeitung.ch and Baslerzeitung.ch, as well as in Coop's own media Coop.ch, Coopzeitung.ch and the Coop Newsletter.
The campaign, developed by Plan.Net in German, French and Italian, also includes a competition: Ivo Adam presents the recipe from the TV commercial, but additionally gives secret tips and asks website visitors questions via audio messages. If they answer correctly, which can be done via an online entry mask, they can win vouchers for the top chef's restaurant in Ascona. Participants can also recommend the website to friends, for which they will receive a ten percent discount voucher for their next fine food purchase at the supermarket.
The campaign starts on November 7, but a foretaste is already available at Coop.ch/finefood.
Responsible at Plan.Net Suisse: Yvan Piccinno (Managing Director, Partner) and Kevin Hansen (Account Director), Norbert Rieger (Art Director), Michael Geisser (Senior Web Developer), Kerstin Dittmar (Team Leader Media). Responsible at Coop: Micheal Bietenhader (Head of Digital Advertising, CRM, Direct Marketing), Oliver Johnson (Head of Digital Advertising).
