Publicis creates the launch campaign of the Migros platform Amigos
Migros, in collaboration with Publicis Zurich, is launching an advertising campaign for its new social shopping platform, Amigos.
In the future, anyone who shops at Migros will be able to run errands for others - or, conversely, have others do the shopping for them. This is made possible by Amigos, Switzerland's first social shopping platform.
To make the new concept not only known but also understandable, Publicis has developed two films. They show Amigos from two different perspectives: that of the bringers and that of the orderers. The bringer spot shows different people shopping for others, while the orderer spot focuses on possible reasons for ordering through Amgios.
Both films were implemented in the style of the brand's co-developed visual identity: colorful, simple, optimistic and human. Since the films not only have to work online but also on small formats without sound, large fade-ins are a fixed part of their look.
The campaign's key visual is a double Migros shopping basket, which dramatizes the principle of "shopping for others too" on advertisements, at the POS and on display ads. Like Amigos, the campaign will initially launch only in the Bern and Zurich regions. A nationwide implementation will be examined after the pilot phase.
Responsible at Migros MGB: Pascal Schaub (Head of Umbrella Brand), Christina Gelmi, (Project Specialist Umbrella Campaigns), Janine Nussbaumer (Project Manager Media). Responsible at Publicis Zurich: Michael Brauchli (Head of Art), Mona Fluri, Norihito Iida (Art Direction), Christian Stüdi (Text), Cathy Nyffenegger, Claudio Hagmann (Consulting), Vicky Cullen (Producer). Production: Friend London, Smile Barcelona, Terry Hall (director), Nathan Jenkins (photo).
