Valencia Communication stirs up Panini collecting fever
The Panini collector's album is cult. It is eagerly awaited by fans for every FIFA Football Championship. Now the wait is finally over: on March 23, 2018, the Panini Bildli craze kicked off. This year even with an exclusive Gold Edition. Valencia is making sure that no one misses out on the hype with a large-scale campaign.
Teaser posters aroused anticipation. The emotional TV spot goes to the heart with tradition and passion. A brand-new fan community was created on Facebook. At the big launch event at Zurich HB, people were already lining up half an hour before the opening. Valencia Kommunikation's campaign for the Panini collector's album proves that the company really can dance at all the parties at the same time. Offline and online, Panini is currently omnipresent thanks to Valencia, from the newspaper page to the website, from the billboard to the social media wall.
The emotional TV spot goes to the heart with tradition and passion.
The campaign will culminate in Panini Mega Events in Zurich (March 24, 2018), Lugano (March 30/31, 2018) and Geneva (April 7, 2018). "Panini has a firm place in our society. It connects across generations and cultures," explains Michael Gerber, Head of Client Service at Valencia. "For the launch, we wanted to organize an event that is just as much in the middle of it all. For this, Zurich HB and the locations in French-speaking Switzerland and Ticino are perfect." In collaboration with the promotions agency Spool AG, Valencia is presenting the centerpiece of the campaign at the events: an almost 5-meter-tall copy of the Panini Gold Edition collector's album.
The Panini action at the first event in Zurich was experienced up close by over 1000 fans. They became part of the Swiss national team in the giant album, received personal Panini stickers and were given the scrapbook as a gift. On the social wall, #goldedition and #paninisuisse are running hot and flooding the social media. A brilliant start for the collecting fever, and an end is far from in sight. The timing for the integrated campaign was tight and the assignment ambitious. Valencia ensured the interaction of all channels, but also of all parties involved: The high demands of Panini Suisse, Panini Headquarters Modena, FIFA and the Swiss Football Association had to be met.
Responsible at Panini Suisse: Ezio Bassi (Managing Director), Alejandra Ruppanner (Product Manager). Responsible at Valencia: Michael Gerber (Head of Client Service), Tommy Schilling (Creative Director), Daniel Nussbaumer (Art Director), Marc Groth (Junior Art Director), Saskia Weissenberger (Graphic Designer), Sebastian Refardt (Senior Copywriter), Anne Flückiger (Junior Copywriter), Remo Brunner (Managing Partner nueva), Iraklis Hungerberg (Senior Consultant), Mirjam Müller (Consultant), Yves Bucher (Project Manager Polygraphy), Marina Onofri (Polygrapher), Fabian Matz (Polygrapher), Sylvia Schneider (Polygrapher), Carol Gross (Polygrapher).
