Marketing Trophy '18: The winners
CATEGORY LARGE ENTERPRISES
Migros: Migusto lets Switzerland cook
Although cooking is one of Migros' biggest "sources of business," the topic was communicated in a very scattered manner through various channels. With Migusto, a new, modern brand was established that bundles the topic of cooking and, as a cooking club, offers its members many benefits.
The advertising strategy
The advertising strategy was based on the insight that the perfectly staged Instagram imagery of cooking looks beautiful, but tends to intimidate the average Swiss and rarely inspires them to cook again. Therefore, the communication strategy was to avoid "foodporn" and instead focus on the "real", everyday cooking as it happens in everyone's home. All advertising measures revolve around the "real" challenges of everyday cooking.
Cooking clubs, app and recipe cards
At the heart of the cooking club is the digital platform migusto.ch, which acts as a hub and offers members various added values that are as personalized as possible. In addition, there is a high-quality print magazine published 10 times a year, recipe cards in the stores, branding of all recipes in the Migros universe, including the Migros magazine, and full networking with the Migros app, which has over 2 million users.All measures can be directly linked to shopping, in that all ingredients can be added to the shopping list with a click. This list is updated live on all networked devices, e.g. on the smartphone of the partner. Furthermore, online and offline content is linked by means of the augmented reality function Discover of the Migros app.
Conclusion:
The Migusto cooking club was launched in February 2017 and has become one of the most important cooking platforms in Switzerland within half a year. With the new brand, the topic of cooking and recipes is communicated in a bundled way for the first time at Migros.The Migusto brand is not oriented towards detached Instragram food porn, but comes directly from the middle of the Swiss population: cheerful, uncomplicated, approachable and, above all, re-cookable. All measures are geared to this insight. This has resulted in a very high brand fit with Migros and the seamless replacement of the long-established brand Saisonküche.
CATEGORY SME
WinterCARD 16/17 - "This blows your mind!"
In Swiss winter tourism, supply clearly exceeds demand. But necessity is the mother of invention. With an innovative marketing campaign, the mountain railroads sold over 90,000 season tickets from October to December 2016, generating revenues of over 20 million Swiss francs.The basic idea of the campaign was based on the crowdfunding principle: Because over 90,000 ski and snowboard fans wanted a season ticket for 222 Swiss francs, the "hammer deal" became reality. And the European crowdfunding record was set. The season tickets were sold via the specially developed online platform www.we-make-it-happen.ch. The corresponding campaign was carried out on all channels (TV, print, editorial articles, online). Cooperation partnerships and a broad-based PR campaign ensured complementary broad-based communication and distribution.
Conclusion:
Instead of remaining in euro shock rigidity like the other destinations, or making the hollow hand to beg for subsidies, deficit guarantees and special tax regulations from politics, Saas-Fee thoroughly shook up the Swiss tourism industry. In doing so, WinterCARD made use of price elasticity and combined it with the safety factor of a minimum volume.
CATEGORY NGO
10 years of Pink Ribbon Switzerland: The pink courage makers
In 2007 Pink Ribbon Switzerland was founded to raise awareness for early detection of breast cancer. Since then, money has been raised for various non-profit organizations and breast cancer research projects. The projects are financed with sponsoring.
Prominent participantsmore
Main objective: The events should be fully booked, as much money as possible should be raised and the message of early detection of breast cancer should be conveyed. Women aged 20 and over, those affected and their relatives are addressed in order to support and encourage them. Every single sponsor - whether presenting partner or supporter - as well as all participants should be emotionally touched at the events and come back the following year.In order to manage with a small budget for the Pink Ribbon campaigns, prominent ambassadors as multipliers and media partnerships were relied on from the beginning.
Conclusion:
With the Pink Ribbon Switzerland events - especially with the Pink Ribbon Walk- something unique was built, a taboo was broken and many people were encouraged. There is no other charity walk in Switzerland that has so many participants and raises so much money for non-profit organizations. Years of partnerships, many celebrity ambassadors and loyal participants show that the Pink Ribbon Charity Events are special, sustainable and unique.
CATEGORY SPECIAL PRICE
UBS Kids Cup - It's about much more than winning
Thanks to its versatility, the UBS Kids Cup is much more than just a sponsorship or promotion project. It is a national movement that is not only making a lasting difference to the sport of athletics in an entire country, but also to its social significance.Behind this success is a close-knit network of partners, thousands of families, siblings and fans, the Swiss Athletics Federation, national coaches and numerous media representatives.The fact that it is about much more than winning proves the year-round nature of this unique initiative. In addition to the summer editions, the UBS Kids Cup also has a convincing winter and team edition, "UBS Kids Cup Team", which is held in the largest Swiss sports halls in the form of team multi-discipline competitions. A true year-round program that celebrates the great emotions of the little stars.
What goals were targeted in 2017?
All children in Switzerland between the ages of 7 and 15 - no matter how talented they are - should be given access to athletics, thereby creating a new generation of athletics stars and fans for the benefit of Switzerland as a sporting nation. The aim is also to steadily increase the number of school events and the number of employees in the UBS Volunteering Program.
Conclusion:
With 20% more girls' track and field licensed, the sport is reaching the much sought-after new talent for the first time in five years and making track and field more widely accessible.
CATEGORY AUDIENCE AWARD
Coop: Karma
With the Karma product line, a new product category worldwide, Coop has been targeting so-called flexitarians since 2013, who consciously eat a regular, but not exclusive, vegetarian diet. Karma does not advertise renunciation and a sectarian sense of mission, but rather enjoyment and positive choices. Vegetarians do not eat meat for ethical reasons, flexitarians to do something good for themselves.
Ambitious goals set
Creating a brand that is emotional and differentiating; increasing the market share of vegetarian products and boosting sales in this area; winning new customers for the Coop channel - these are some of the goals set, which were achieved with a mix of measures including marketing PR, POS, mailings, targeted OOH in urban centers, and advertisements in women's magazines.
The campaign was complemented with an online hub that collects content from various initiatives, a moderated show on social media with lnfluencer and guests, and live communication at street food festivals and fairs with tasting tents and pop-up yoga sessions in train stations.
Conclusion:
The success of Karma is clear from the fact alone that the term flexitarian only really became known as a result of this campaign. Market share has been increased, and sales have gone far beyond the targets set, increasing more than eightfold in the last four years. Brand awareness is very good and differentiates the company from the competition. There are no associations with meat substitutes, but with vegi, exotic recipes and convenience. Brand awareness and likeability values are rising steadily.
