Magical children's world at the kiosk

This summer sees the release of the sequel to the clumsy cinematic adventures of Smurfette, Clumsy and Co. that children and fans around the world have been eagerly awaiting: "The Smurfs 2". The film from Sony Pictures will be launched worldwide on July 28 in the form of the "Global Premiere Day" and will be shown in Swiss cinemas from July 31. In Switzerland, the big advertising machine will be set in motion two days before the film is released. From July 29 until the end of September, marbles with the Smurf family's likenesses as well as matching collector's cases, collector's bags and other items will be available at Valora's K-Kiosk, Avec. and Press & Books outlets. The promotion was developed by the two Boost units Shopper Marketing and Collectibles Promotions.

The kick-off for the collection campaign was launched at the Züri Fäscht festival. Last weekend, a giant Smurf attracted attention on Zurich's Rentenwiese and invited the curious into the Valora Dome. Here, young and old alike could play with blue marbles and win numerous prizes and vouchers. With this three-day opening, Boost created a brand-appropriate, interactive world of experience for Valora's new "Marble Magic" collector's promotion. The promotion, coinciding with the release of the movie "The Smurfs 2", makes the marble game the main attraction: with gigantic marble runs, marble pots, a wheel of fortune, mazes and an obstacle course.

Collectibles promotions are a specialty of the Boost Group alongside shopper marketing and loyalty programs. Such promotions usually run for six to eight weeks. Your customers receive attractive collectibles as a reward for their purchases. At Valora, this involves a marble worth 10 francs with every purchase. "Collectible promotions have a positive and lasting effect on the brand image and, in combination with shopper activation and the use of social networks, can generate a lot of hype," says Alban Haas, Director Client Service at Boost.

The company carries out such campaigns worldwide for international retailers and manufacturers of FMCGs. A Boost campaign for Swiss Post has also just successfully gone over the counter. With the "Zoo Adventure" collectible promotion, a total of 120 animals provided both fun and knowledge. Boost developed this collection promotion in collaboration with Zoo de Servion, Tierpark Dählhölzli Bern, Tierpark Goldau and Zurich Zoo. For the current promotion with the Smurfs, Boost Shopper Marketing's Nicole Steiner, Client Service Manager, is responsible for the project together with Alban Haas, while Stefan Lindt and Meiko Hellfeier are responsible for Boost Collectibles. At Valora, the campaign is being managed by Jana Zimmermann, Head of Marketing/Sales Promotion K Kiosk and P&B. In addition, experts from the film distribution company (Sony Pictures Switzerland) have been invited to join the project team in order to exploit the resulting synergies.

Andreas Panzeri