Brack wins Goldbach Crossmedia Award with «Unboxing Football»

Brack is the winner of this year's Goldbach Crossmedia Award. With «Unboxing Football», the online retailer, together with the agencies brinkertlück and Mediaschneider, came out on top against 29 other nominated campaigns at the Best of Swiss Web Award Night.

The award-winning campaign combines e-commerce with live sport and transfers the well-known «unboxing» principle, the unwrapping of a parcel, to the world of football. The idea was emotionally staged around the Brack Super League and brought to life for fans both in the stadium and digitally.

Real-time offers during the games

The focus was on the direct link between match action and shopping: exclusive offers were activated in real time during ongoing matches, coordinated with key moments on the pitch. This created a direct link between the stadium experience and the digital shopping world.

The campaign was consistently implemented across all media. In addition to social media, online formats and TV, DOOH spaces and print advertisements were also used. Unboxing Football« was also present in the stadiums. This was reflected in perimeter advertising and stadium TV as well as in branded ball steals and the striking Brack-Paket ball pillar, which brought the match ball onto the pitch.

Comprehensive content strategy

Brack also relied on continuous content on its own channels. This included newsletters and blog posts as well as interactive formats such as prize draws and the «90-minute deal» platform. Brack also relocated selected B2B events to the Brack Super League stadiums and involved employees in an event with around 1,300 participants at the Swissporarena in Lucerne.

With «Unboxing Football» at the Goldbach Crossmedia Award, Brack showed how TV, online formats, outdoor advertising, print, e-commerce and live sport can be combined to create an integrated brand experience.

More awards

In addition to the winning campaign, the runners-up and third-place winners as well as the public's favorite were also honored at the award night at THE HALL event location. Silver went to «100 Years of Migros» by Migros Supermarket and the agencies Wirz Group, AGESE Agency, Teil.ch, tit-pit, JEFF Zurich, Suki, Mutabor Design, Apps with Love and dentsu Switzerland. Bronze went to «The Game of Your Life» from the Road Safety and Family Fund. The Audience Award was presented to «Du bisch mir wichtig - Herzenssong über Geschwisterliebe» by Manuela Stier's support association for children with rare diseases.

Further information on the winners and shortlist nominees can be found at here can be called.