Galaxus creates diversity on posters: A campaign that transcends cultural boundaries
With over 50 creative assets in 42 languages, Galaxus is launching a nationwide out-of-home campaign that directly addresses cultural diversity. The campaign combines products and cultural insights specifically tailored to the language groups living in Switzerland.
With a product range of more than 7.4 million items, Galaxus has established itself in Switzerland as a versatile online retailer. The new campaign now highlights this offering in a unique way: Over 50 ad creatives were developed specifically to appeal to different language groups and nationalities in their respective languages and cultures. Unique, locally relevant messages in Ethiopian, Farsi, Hindi, and other languages make the posters distinctive for each target audience.
The messages are based on specific cultural insights and are complemented by a relevant product from the Galaxus lineup. This creates a distinctive connection to the respective cultural context, generating surprise and recognition. This multifaceted campaign was developed in close collaboration with over 50 cultural experts from Supertext and other partners. After weeks of intensive research and coordination, a final selection of themes was made; these are now on display through November 10 in German- and French-speaking Switzerland on posters, e-boards, and other digital media.
