Jung von Matt for V-Zug: The magic is in the details
The Zurich-based agency Jung von Matt is guiding home appliance manufacturer V-Zug into a new era of brand communication. The new Excellence line is being promoted as part of a global brand campaign.
V-Zug, a company based in central Switzerland, spent seven years working on its new "Excellence" product line. Highlights of the products are the characteristic and at the same time simple design, a unique, intuitive user interface, the networking of all appliances via the digital V-Zug Services as well as a high demand for valuable and durable materials.
However, the Excellence line is not communicated with a classic product campaign, but with a campaign that for the first time focuses on the V-Zug brand values. "The fact that we are communicating our brand values of design and sustainability so explicitly to the outside world marks the dawn of a new era of communication for V-Zug," explains Roland Graf, V-Zug Global Head of Marketing.
Magic in every detail
At the heart of the global brand campaign, which will be launched first in Switzerland and then in 14 other markets, is the message "The magic is in the details. Inspired by natural perfection, the campaign is intended to underscore the company's sustainable focus. Accordingly, the imagery of the campaign is also characterized by impressions from nature combined with design details of the products.
At the same time, the message also expresses what the target group associates with V-Zug: A love of detail that makes the ordinary extraordinary and helps to create Swiss perfection.
The brand campaign is played out via an awareness and consideration phase with TVCs and online spots as well as print visuals and digital ads.
Full service down to the last detail
The new brand campaign was created in close and collaborative cooperation with V-Zug. The entire campaign was developed and implemented in Jung von Matt's full-service approach. From the brand and communication strategy to perfectly coordinated media planning, efficient targeting, a state-of-the-art landing page, and the realization of the advertising materials, the agency provided everything for the national as well as international launch. In addition, the international rollout of the campaign is also managed by Jung von Matt.
"A campaign of this magnitude is not an everyday occurrence for us. The coordination of a large number of internal and external stakeholders and the coordination with international markets from Australia to France made the campaign an organizational and content-related challenge - which we successfully mastered by joining forces," says Roland Graf, V-Zug Global Head of Marketing.
Responsible at V-Zug: Roland Graf (Global Head of Marketing), Jasmin Riesen (Head of Marketing Relations), Daniel Vila (Head Marketing Services Switzerland), Sibylle Stocklin (Digital Marketing Manager), Nadja Toscan (Marketing Content Manager). Responsible at Jung von Matt Limmat: Martin Winther (Creative Direction), Anouk Karrer (Text), Luca Schneider (Art Direction), Ian Musgrove (Graphic Design), Florence Scherer, Anne Muhl (Strategy), Marcel Walzl (Project Management), Thomas Steiner (Chief Client Officer). Responsible at Jung von Matt Tech: Emmanuel Denier (Screen Design), Amir Ferhatbegovic (UX Consulting), Christian Koop (Technical Consulting), Jan Rohleder (Project Management), Michelle Danilschenko (Managing Director, Creation & Experience). Responsible at Jung von Matt Impact: André Heller (Media Strategy), Matthias Wobrock (Performance & Analytics), Benjamin Herz (Managing Director). Responsible at Jung von Matt Services: Fabrizio Rutishauser (Image Editing), Jlona Kopf (Web Developing), Pepe Kaegi (Managing Director). Responsible at Jung von Matt Play: Constantine Wrage (Agency Producing), Matthias Fasnacht (Managing Director). Responsible at Pumpkin FilmStefanie Brand (Video Producing), Pėr-Hampus Stålhandske (Director). Photography: Matteo Imbriani.
