A big smile for Zurich - and Smart
Over the weekend, the facade of the Renaissance Zürich Tower Hotel was transformed into a very special kind of playground. Various animated designs—such as a smiley face, a heart, and the Zurich cantonal coat of arms—lit up the city skyline.
The light show extended over seven floors and 77 hotel rooms and is probably the largest art action Zurich has ever seen in this form. In the interplay of these light figures, one message repeatedly shone high above Zurich: For.
The animated light show at the Renaissance Zurich Tower Hotel is part of Smart's international "For" brand campaign. The action accompanies the launch of the campaign in Switzerland, which is intended to express urban joie de vivre: "For a new urban joy". Under the leitmotif "For", Smart spreads a constructive, positive and optimistic attitude that can change the world. "For" is also an appeal not to want to belong to those who are constantly only "against", but to make a positive contribution: for more quality of life in the city, for more space, for more mobility, for more joie de vivre.
In addition to a Europe-wide classic campaign, the campaign includes extensive online and social media activities that are closely linked. Various agencies are responsible for implementing the international campaign in Switzerland: Jeff Communications for below the line, PRfact for digital marketing/website and PR, Jung von Matt for social media.
The digital platform Whatareyoufor.ch plays a central role in connection with the campaign and all upcoming communication measures and actions: #WhatAreYouFOR smartly encourages Swiss users to share their #FOR message with their friends. The current messages are displayed on a heat map, thus showing the positive impulses regionally over the course of the campaign. The statements generated are regularly evaluated and published in connection with a European study on the topic of urban joie de vivre in Europe.
A key part of the brand campaign is a Europe-wide roadshow touring 15 major cities, inviting residents to celebrate joie de vivre together in their city. Zurich will be the stop for the international roadshow from September 18-20. It will be followed by a national roadshow in various Swiss cities. (hae/pd)
