Kieser Training and Home Zurich provide posture

Anyone who observes their fellow human beings on public transport, on sidewalks or at work quickly realizes: we have a posture problem caused by smartphones. The omnipresence of these devices means that we spend an ever-increasing proportion of our daily lives with our heads bent. This position puts many times more strain on the cervical spine than an upright head position.

For over 50 years, Kieser Training has been a specialist in health-oriented strength training to strengthen the entire musculoskeletal system - with a focus on the back and neck. With the agency Heimat Zürich, the Swiss strength training pioneer has been fighting posture-related health problems right where they arise over the past few weeks. And he did so with an educational campaign that rewarded upright posture while reading on a smartphone. Where readers would otherwise encounter a paywall, Kieser Training made readers aware of their unhealthy posture. If they corrected it, Kieser Training offered free access to the otherwise paywalled article. Andreas Schweizer, Head of Marketing/PR at Kieser Training, says: "With this campaign, we demonstrated our innovative strength directly in addressing our target group. We wanted to sensitize all readers to improve their posture - and to draw attention to the fact that Kieser Training is the answer to posture-related health problems."

The campaign developed by Heimat Zürich was implemented in close cooperation with Tamedia. Technology was used innovatively in several ways. The idea is based on a simple observation: the angle at which a smartphone is held is directly related to the posture of the smartphone user. The more upright the smartphone, the more upright - and therefore healthier - the posture. The position of the smartphone is recorded via the sensors of the gyroscope built into iPhones and Android devices. This campaign is the first time that a brand has used the paywall of the Tamedia network publishers as a touchpoint for an interactive advertising measure. Sam Stadtmann, Key Account Manager of Tamedia Advertising: "This campaign proves that creative advertising on digital channels can add value for the user and thus have a positive impact on the advertising brand at the same time. It also shows what is possible when the client, agency and publisher work closely together."