Teil.ch: Guerilla campaign for Foxtrail
Teil.ch caused a sensation with a campaign for the opening of Foxtrail in Lausanne. A guerrilla marketing campaign featuring posters and flyers was supported by a YouTube video and media outreach by the PR agency Contcept Communication.
Foxtrail used a guerrilla campaign to draw attention to its new offer in Lausanne: by searching for Foxy - the little fox who lived with grandmother Hélène and had apparently escaped on a walk. Her granddaughter Léonie helped her search in Lausanne with the help of posters and flyers as well as social media. A finder's reward of 500 francs was offered and a YouTube film was created where Hélène asks to help her find Foxy. Photo montages of Hélène, Léonie and Foxy caused a stir, were shared many times and spread so quickly on Facebook. "The advertising materials were deliberately implemented in a hand-knitted style so that the invented story would be received as credible for as long as possible," says Martin Zeiter, creative director of Teil.ch. This succeeded with part of the target group until the denouement, while still others began to speculate about who might be behind the story. The campaign triggered a wave of sympathy and was lively discussed in the media and on Facebook. Within a short time, the Facebook page "Renard disparu" had over 1000 fans.
The campaign was designed and implemented by the communications agency Teil.ch. The PR agency Contcept Communication took over the communication on Facebook as well as the media work. "The aim of the campaign was to draw attention to the new offer in Lausanne in an unconventional way," says Thomas Bösiger, Head of Marketing and Sales at Foxtrail, the popular leisure and group experience.
Responsible at Swisscovery: Thomas Bösiger (Head of Marketing & Sales), Nadine Wick (Event Manager). Responsible at Teil.ch: Martin Zeiter (Creative Direction), Alain Zeiter (Planning), Remo Genepretti (Graphics); Responsible at contcept communication: Rico Schüpbach (PR), Barbara Ryter (PR).
