Interactive game shows from the Migros factory, live on Facebook and YouTube.
To raise awareness that Migros itself manufactures around 10,000 products in Switzerland, the Y&R Group Switzerland launched a nationwide campaign that playfully encouraged consumers to voluntarily memorize and recite the names of these products.
At the heart of the campaign was the interactive, 60-minute live show "Merks-dir" on Facebook and YouTube, whose content was based on the live TV shows of the 1980s. In this show, two presenters acted directly from the Migros factory. They repeatedly packed the Migros sacks for an entire hour. Viewers had to memorize the products and could then call into the show live.
There were some analog special effects during the show. For example, when a caller was on the line, the presenter used a rotating mechanism to lower an orange nostalgic telephone from the ceiling. The presenters were supported by the famous human beatboxer and rhythm artist Nino G, who imitated all sounds live during the show without any instruments or other aids, but only with his mouth, for example the ringing of the telephone or the squeaking of the rotary crank.
Prizes in the form of Migros gift cards were paid out for each Migros product remembered. In the big jackpot finals, two users were selected via the Facebook and YouTube comment function, who then competed against each other in a final battle by having to answer a guessing question about Migros products. The fact that the mother dubbed the best canned ravioli cook in the world by her children in one of the shows happened to win 38 cans of ravioli as the jackpot runner-up rounded off the entertainment show perfectly.
Additional opportunity for microsite
In addition to the live show, the microsite Merks-dir.ch the chance to win Migros gift cards. The concept was the same as for the live show, except that on the microsite a robot arm in the Migros factory filled the Migros sack with products. You were then given a large selection of products from which you had to choose the ones you had memorized.
As a warm-up, so to speak, online game banners offered the opportunity to train for the real thing and get your memory going by completing a trial run of the game. If you felt fit, you had the option of registering directly for the game on the microsite from there.
Interactive e-panel
Even more entertainment was provided by an interactive e-panel that was "on tour" in various Swiss train stations. Attracted by the presenter on the e-panel screen, passers-by played the game on site, directly on the e-panel. Here, too, the robot arm grabbed the Migros sack. TV tag-ons and mastheads were also used.
Responsible at Migros: Philipp Bühler (Project Manager Digital Communication) Philipp Kuonen, (Project Manager Umbrella Campaigns & CI/CD), Daniela Keck (Senior Project Manager Management Staff), Sandro Wegmann (Project Manager Umbrella Brand) Simone Blaser (Project Manager Media) Thomas Blumer (Head of Social Media Editing & Campaigns). Responsible at Y&R Group Switzerland: Swen Morath (CCO), Michael Gallmann (Senior AD), Natasa Maricic (Text), Gkikas Konstantinos, Diana Zberg (Graphic Design), Lukas von Wartburg, Carmela Dias, Ebba Lindberg (Consulting), An Le, Elias Zurbuchen (DTP) David Suppiger, Rafael Tucev, Marcel Berberich, Jean-Baptiste Bernus, Dominik Dürst, Akeel Shariffdeen (Programming). Responsible at Shining Pictures: Ari Zehnder (Director), André Agustoni (Producer), Leonardo Sanfilippo (Executive Producer).
