B2B campaign: Sir Mary shows Zurich from two sides
B2B advertising can also be entertaining: Sir Mary positions Zürich Tourism in the German market as a business destination that offers more than business as usual.
Sir Mary won a pitch from Zürich Tourism and wants to establish Zürich as an attractive destination for professional event planners with a new campaign for the German market.
The agency has been managing Zürich Tourism's digital media account since 2022, and has now successfully held its own for the Germany-wide B2B campaign. The challenge was to show that Zürich has much more to offer besides its reputation as a successful business city. Event planners should become curious about the many possibilities for an eventful social program.
Business in front, party in back
With the B2B campaign, Zurich shows a self-assured appearance. At the center is the claim "Business in the front. Party in the back." - which is also the name for the "mullet." The trendy haircut plays the leading role in the one-minute spot. With a wink, it represents the other, wild, unexpected side of Zurich. Filming took place at Zurich's Hotel Five, which with its eye-catching, cosmopolitan ambience provides the perfect backdrop for a metaphorical ride through lively Zurich. Zurich nightlife icon and drag queen Milky Diamond and Zurich master chef Nikol Morillo also make an appearance in it.
The campaign is mainly used on Linkedin. In addition to the one-minute spot, the target group is addressed with a series of moving image snippets that focus not only on the party aspect but also on other amenities iconic to Zurich, such as the bathing and aperitif culture, nature, and the art scene. In addition, single image ads and lead ads accompany the target group from first contact to lead generation to cover all touchpoints of the user journey. Furthermore, the campaign will be seen on OOH sites in Frankfurt as part of the IMEX trade fair for meeting & incentive travel in Germany, as well as in trade media.
Responsible at Zürich Tourism: Janine Rupf (Lead Content & Campaigns), Nathalie Lüthi (Head of Marketing), Guxim Shoshaj (Digital Marketing Manager), Anita Lutz (Manager Branding & Production), Vanessa Reis (Head of Convention Bureau). Sir Mary: Adrian Merz (Executive Creative Director), Katrin Espelage (Creative Director), Cosima Pereira Köster (Senior Art Director), Moritz Kuhn (Senior Copywriter), Jasmin Jost (Senior Account Manager), Maurice Ziegler (Account Manager), Anne Muhl (Strategy Director), Florence Scherer (Strategist), Katharina Günther (Head of Media Planning), Céline Zemp (Ad Technology & Programmatic Manager), Fabian Habisreutinger (Strategy Director Media & Data), Daniel Zuberbühler (Managing Partner). Production Shining: Stefan Girtanner (Senior Producer, Shining Film AG), Leonardo Sanfilippo (Executive Producer & Partner, Shining Film AG), Nathalie Maibach (Line Producer), Karl-Gustav Richter (Line Producer), Maximilian Speidel (Director Co-Director), Thomas Cervenca (Director Co-Director), Tugba Temel (Directors Assistant), Arnold Bucher (1st AD). AD), Jan Mettler (DOP), Ella Mettler (Photographer), Elias Gmünder (Photo Assistant), Elia Mannhart (Photo Assistant), Five Zürich Hotel (Location).
