National AEC Campaign
Viva is launching the largest campaign in the history of the Swiss Automotive Trade Association (AGVS).
It is intended to publicize a still largely unknown and, for many, unexpected service offered by Swiss garage owners: the Auto Energy Check (AEC). AEC stands for a sustainable optimization of energy consumption on the vehicle at a total of eleven points, which takes only half an hour, but involves an annual savings potential of up to 360 francs. At the same time, AEC ensures that up to 560 kilograms less CO2 are emitted per year and vehicle. The multimedia campaign launched by the AGVS, supported ideally and financially by SwissEnergy, and designed and implemented by Viva AG für Kommunikation, started on September 12 and will run until mid-November. At its heart is a digital campaign on Admeira's wide-reach network in various formats for desktop and mobile. During three out of seven weeks, Peaks will also feature large advertising formats, InRead videos and sponsored content. The five strongest arguments in favor of the AEC will be promoted: Saving money, being energy-efficient on the road, reduced CO2 emissions, the garage owner as a mobility service provider, and the value of the AEC certificate. Another ad features cross-country skiing star Dario Cologna as an AEC ambassador.
The campaign is rounded off by a "Blick-Extra", which will appear on Saturday, October 29, and on November 2 as a supplement in L'Illustré. Internally, the campaign is reinforced with intensive content management in the AGVS's own media (print and online), which is also ensured via Viva, as well as via the channels of EnergieSchweiz. Here, the focus is on activating the approximately 1,000 AEC-certified AGVS companies.
This will generate almost ten million ad impressions online and an additional almost one million contacts via the print inserts. In order to analyze the advertising impact and media performance, the campaign is being monitored by two independent market research institutes.
Responsible at the AGVS: Markus Peter (Head of Technology and Environment) and Monique Baldinger (Project Management and Communication). Responsible at Viva: Georg Gasser (Head of Agency), Reinhard Kronenberg (Head of Journalism), Heini Schmid (Head of Studio) and Robert Knopf (Deputy Head of Graphics & Design). Responsible at Admeira: Eveline Steiner (Media & Marketing Manager), Roger Knabenhans (Head of Sales Daily and Sunday Press) and Roland Kopf (Head of Research).
