Migros celebrates the power of opinion

After the relaunch Migipedia.ch on transparency in terms of content and invites all visitors to participate with open arms. "Make Migros better by your opinion," is the campaign claim. With its overlapping speech bubbles, the logo symbolizes the dialog that is intended to lead to improvements and innovations in the Migros universe.

In the print and online measures, Advico Y&R lets the community have its say in original comments. Not only laudatory, but also critical and change-inspiring votes were taken into account. In the Explanatory film "How Migipedia works the path from the customer's idea to the new product on the Migros shelf is traced - in handmade stop motion style, in keeping with the "do-it-yourself" philosophy.

On the dot in five seconds

Hardly any spots on digital channels survive the magic 5-second barrier after which ads are usually clicked away, the agency wrote in a statement Wednesday. That's why four five-second mini-spots were shot, all of which dramatize Migipedia's core message: Improve Migros with your own opinion. In this way, Advico Y&R creates a close congruence between content and media target, which is so far unique in Switzerland in the selected channels: Even if the user clicks on "Skip Ad", he has already received 100 percent of the advertising message.

Responsible at Migros Genossenschaftsbund: Marc Engelhard (Head of Marketing Communications), Dirk Worring (Head of Digital Marketing), Chris Steinacker (Senior Project Manager Strategic Projects Online), Patrick Blum, Mathias Christen (Junior Project Manager Strategic Projects Online), Simone Blaser (Project Manager Media). Responsible at Advico Y&R: Thomas Engeli (ECD), Frank Engelhaupt (text), Thomas Bosson (AD), Annik Weber, Diana Zberg, Alexandra Wegener (graphics), Michael Höhn, Lukas Zgraggen (animation) Rea Rageth, Lukas von Wartburg, Edi Walker (consulting), Elias Zurbuchen, Marcin Kolonko, Rene Mauchle, Rafael Tucev (production), Scarlett Gaus (strategy). Responsible at Who's McQueen: Patrick Karpiczenko (Director), Jan Mettler (Cinematographer), Clemens Petersson (Production Manager), Philipp Petersson (Executive Producer).