No one will forget Kuoni in a hurry
Wirz's new campaign shows Kuoni in its old strength.
It was only in August that Wirz won a pitch for the prestigious Kuoni account. And an omnimedial campaign is already being launched to help the traditional Swiss company regain its strength.
The challenge: Many have forgotten Kuoni. And even those who remember are not sure if the travel company still exists.
What no one has forgotten, however, is the familiar phrase "Holidays where you forget everything", Kuoni's original claim. This claim is still an important asset of the brand's capital.
Wirz brings the Kuoni brand back into the conversation with a campaign that on the one hand reflects its usual strength, but on the other picks up on the spirit of the times. A campaign that builds on the asset that people still associate with the brand: the original claim. This has been modernized to no longer postulate from on high how vacations should be, but to speak in the language of travelers: "Vacations where you forget everything."
This was the basis for a campaign with an unpretentious and authentic approach, showing situations in which people recognize themselves. Social trends, above all the "always on" mentality, are played with a lot of irony.
Wirz also follows a consistently self-confident path in the implementation: with only one setting at a time, a soulful music, the mere viewing of the new measures becomes a small time-out.
So a young woman forgets to post photos on Facebook while on vacation. A couple that has been married for ages is crunching away in their hotel bed, freshly in love. And even little Emma doesn't notice on her vacation that she lost her nuggi days ago.
They all experience vacations in which they forget everything.
Vacations with Kuoni, that's what.
The campaign will be launched on October 31, 2016, and will be used on banners, megaposters at the HB, OOH measures (F12, F200, Railposter) and in Kuoni's internal communications. (pd/hae)
https://www.youtube.com/watch?v=/zTmXOr1wSp0
https://www.youtube.com/watch?v=/-XmO7rWvP7I
https://www.youtube.com/watch?v=/5IsyXXgHoNs
https://www.youtube.com/watch?v=/9r7vEnl6YtQ
https://www.youtube.com/watch?v=/tf5292Uw-iE
Responsible at Kuoni: Overall responsibility: Claudia Herkert (Head of Marketing and Branding Kuoni Switzerland); project management: Sabrina Müller (campaign management), Heidi Raff (graphic design and creation). Responsible at Wirz: Livio Dainese (CCO); Peter Brönimann (CD); Niels Schäfer, Heiri Schnorf (AD); Katrin Espelage, Simon Smit (text); Alexandra Kaufmann (graphics); Bettina Fässler (artbuying); Petra Dreyfus, Simone Jehle, Fabiana Imhof (consulting); Sascha Djabbari (digital consulting/management); Gordon Nemitz, Henrik Zapp (strategy). Production: Acne; Anders Jedenfors (director); Kai Stöcker (EP/MD); David Skrotzki (HoP); Philip Ekström, Henrik Ekström (composers); Jingle Jungle (sound).
