Sihlcity turns 10 and says thank you spectacularly
In 2017, Sihlcity will celebrate its tenth anniversary. Karling is coordinating the extensive anniversary activities.
In the anniversary year, however, it is not the birthday child who receives presents - but the audience. On March 22, all visitors received a box of chocolates from Läderach as a small thank-you gift. For Elisabeta Greab, the box contained a huge surprise: a gold ticket for 10,000 Swiss francs. Everyone else was able to toast the winner and the birthday girl with prosecco while listening to piano music.
Sihlcity's landmark, the approximately 60-meter-high chimney, was transformed into the world's largest birthday candle for two months. Four playful floor markings in the parking lot turn the crosswalks into birthday candles. And a small flame now also adorns the chimney in the Sihlcity logo, drawing attention to the round anniversary throughout the year.
In Zurich's most famous squares, passers-by could also win vouchers for Sihlcity. To do this, they had to blow out 10 candles on a birthday cake using a specially developed app on an ipad.
The various campaigns were advertised with ads, paid posts, and banners in 20 Minutes. Posters, screens and POS measures were also used in Sihlcity. The installation of the candle was anticipated in detail with a picture combination. On March 22, to the surprise of many, the candle was actually installed on Kalanderplatz.
The website was completely redesigned for the anniversary year. The Y7K agency focused on simply structuring Sihlcity's diverse offering and illustrating that Sihlcity is more than just a shopping center. To set the scene for the pages away from the "mall", Y7K worked with photographers Yves Suter, Jack Pryce, Roberta Fischli as well as cameraman Tobias Kubli.
From May 3 to 13, 2017, the festival will enter its second round with the Sihlcity Street Art & Music Festival. In pavilions on Kalanderplatz, visitors can experience art up close, get to know new brands and get creative themselves. On Utoplatz, a four-story container tower will be spray-painted by street artist Dourone for a week.
Companies involved: Wincasa/IG Sihlcity (client), Karling (overall management and marketing communications), Y7K (website), Vogt Software (app), Richnerstutz (fireplace installation), Läderach (praline gift campaign), IPL (photo), Ansichtsache (image editing), Christinger and Setaprint (POS advertising materials and special advertising formats).
