Foundry has real snowballs thrown for Swiss in London
Swiss transforms gray and rainy London into a winter wonderland. As part of the "Made of Switzerland" winter campaign in the United Kingdom, the Swiss airline brings out the child in Londoners.
To show Londoners how wonderful and fun a real winter in the snow-covered Alps can be, Foundry Berlin | Zurich created the concept Winter Wonderland is just a throw away: an extraordinary, innovative and at the same time integrated marketing campaign that transformed Old Spitalfields Market into a winter playground.
For three days, an interactive 2 x 3 meter screen, equipped with a 3D real-time game engine and tracking modules - all surrounded by real snow, fir trees and a fantastic alpine panorama - could be found on an area of 64 square meters.
The screen showed three Swiss people in front of a sun-drenched, majestic Alpine panorama, teasing passers-by and encouraging them to take part in a snowball fight. As soon as a participant hit one of the actors on the screen with a snowball, this was registered by the system and points were awarded, for which there were corresponding prizes.
The action inspired more than 1500 participants and presented real winter full of fun. For their efforts, they were rewarded with Swiss Chocolate, beanies, sunglasses and GBP 50 Swiss flight vouchers. The main prize was an eight-day vacation in St. Moritz, including a Swiss Business flight, hotel, transfer and ski pass.
"This fantastic, innovative promotion plays on our passion for unique and new ideas," Andreas Gerber, Manager Marketing at Swiss, expresses his satisfaction, adding directly "and at the same time underlines the positioning, which is natural as a Swiss airline, as the expert for a pleasant and direct journey to Winter Wonderland."
Sacha Moser, Founder and Creative Partner of the Foundry agrees: "We are always impressed by how openly and courageously Swiss deals with extraordinary ideas and challenges and encourages them. Enabling visitors to virtually and somewhat experience a physical Winter Wonderland is terrific."
Facts and figures about the campaign:
- Over 6000 snowballs thrown
- 64 square meters event space
- Over 3300 Swiss SWISS Chocolates
- 23 hours entertainment for Londoners
- Over 2500 flyers distributed
- 8 weeks from first briefing to live event
- Over 1500 participants on site
- 12 cubic meters of real snow
- Over 900 Swiss Beanies distributed
- About 200 Swiss sunglasses distributed
- Around 180 Swiss 50 GBP vouchers distributed
Responsible at Swiss: Judith Schulte (Head of Marketing / Communication / Campaigns); Andreas Gerber (Manager Marketing / Communication / Campaigns); Rebekka Hofstetter (Marketing / Communication / Campaigns), Kim Sean-Chan (Marketing / Communication / Campaigns). Responsible at Foundry Berlin | Zurich: Manuela Brunner, Pedro Moosmann, Sacha Moser, Markus Neumann, Xavier Rodon, Gregor Wollenweber (concept, creative lead and overall responsibility for the project). Game development and implementation: Blow Factory, Paris. Location setup, promotion and event management: Ministry of Fun, London. Film production: Playmedia, Berlin. Technical equipment: Smart AV UK, London. Winter special effects, cryogenic snow, setup and event support: Snow Business, Stroud.
