Attacking campaign for the SCB
Repulica has designed a campaign for SC Bern that calls for a fight against the opponents' mascots.
Many National League A clubs feature an animal or symbol in their emblems or appear at matches with characteristic mascots. For example, the lions stand for ZSC, the panther for HC Lugano, a dragon for Fribourg-Gottéron and an eagle for Servette Genève.
Republica, SC Bern's in-house agency, has taken advantage of this for a provocative fan campaign in its own media. A total of eleven subjects poke fun at the opponents' mascots and get the fan base in the mood for the upcoming game.
The SCB doesn't just count on a record audience at matches: the Mutzen have over 45,700 likes on Facebook and around 11,300 followers on Twitter. On social media, they have long been the Swiss ice hockey champions. The subjects received hundreds of likes, were hotly debated and even parodied. The campaign ran from December to the end of February.
Responsible at SC Bern: Marc Weber (Chief Marketing Officer). Responsible at Republica: Chris Morgan (Creative Direction), Andreas Szentkuti, Yves Kamber (Text), Nadia Jost (Graphics), Simon Stalder (Consulting), Bala Trachsel (Overall responsibility).
