Y&R Group Switzerland: Making the right decisions with Guider
The consumer and advice magazine *Beobachter* has launched a new digital advice platform: Guider. Y&R Group Switzerland was entrusted with developing and promoting the new brand.
After a comprehensive strategic analysis, brand architecture and positioning were developed. This was followed by the development of the naming, logo and claim. The choice fell on "Guider" - because the platform sees itself as a guide, which points the right way in challenging decisions. The logo design also takes up the theme of showing the way. The platform is strongly oriented towards the use of mobile devices and corresponds to the modern lifestyle of the target group. Accordingly, the claim is: "This is how decisions are made today.
An explanatory film shows how the whole thing works and what advantages the digital consulting platform offers, using a concrete example: Ms. Müller has been working a lot lately. When she wants to claim her overtime, her boss gets angry and terminates her. She informs herself on Guider. Here she finds numerous articles, fact sheets, case studies, checklists and sample letters for solving her problem. If she has specific questions, she could take up the offer of e-mail advice or arrange a telephone consultation with one of the 38 Guider experts. This way, everyone can make the right decisions quickly and easily. The film can be seen directly on the platform and is also used as a preroll ad in a shortened version.
Context-based banners, social media advertising and ads complete the communication. Various themed subjects use humorous questions to show that when it comes to problems in everyday life, there are always two ways to decide: the heated reaction in the heat of the moment or the well thought-out solution with the help of Guider. Therefore, from now on, for all questions concerning the law, the following applies: First inform yourself at Guider and only then decide. Or to put it more casually: Guider first, then decide.
Responsible at the observer: Roland Wahrenberger (Head of Observer), Markus Will (Head of User Market), Philipp Arnold (Product Owner Guider), Nicole Platel (Digital Business Development), Yannick Waeny (Digital Marketing Manager). Responsible at Y&R Group Switzerland: Urs Krucker, Martin Frank (strategy), Swen Morath (CD), Michael Gallmann, Sandro Tissi (AD), Stephanie Assfalg (graphics), Kyrill Muff (learning graphics), Anna-Katharina Höke, Julia Brandstätter (text), Edi Walker, Arlena Adrian (consulting), Rafael Tucev, Fabrice Tobler (programming), An Le (DTP), Markenfilm (film production), Isabelle Favez (illustration/animation).
