Central Switzerland in the bag with PilatusToday
CH Media launched the Central Switzerland news portal PilatusToday in March. Following a successful launch phase, the in-house communication campaign "Central Switzerland in the bag" will be launched on Monday.
"With PilatusToday, we provide Central Switzerland with news, services and entertainment from the region every day. That's why the 'Central Switzerland in a bag' campaign focuses on five testimonials, their 'bags' and their content, with which our Central Swiss users can identify," says Denise Hildbrand, Head of Marketing TV, Radio and Film Sales CH Media.
The campaign strategy, concept and creation were implemented almost entirely in-house. External partners were brought in for the photographic realization and styling. The creation and production of the stop motion spots was again realized by Grips' in-house team. The campaign is based on the FM1Today campaign "Die Ostschweiz im Sack" and focuses on personas from the region. In this way, PilatusToday's launch campaign aims to emphasize regionality and create a personal connection.
The campaign aims to encourage the target group to download the app from Monday. It includes TV and radio commercials, display and video ads as well as activations on the social media channels Facebook, Instagram and YouTube. An out-of-home campaign is also planned for a later date. Due to the current coronavirus crisis, the campaign will focus primarily on measures that correspond to the target audience's current media usage.
Responsible at CH MediaDenise Hildbrand (Marketing Strategy & Creative Direction); Rahel Stanig (Campaign Management & Creative Direction); Blerina Markaj (Media Planning); Patricia Harzenmoser (Graphics & Art Direction). Responsible at GripsRaul Steffer (production video); Philipp Sulser (production audio); Bernhard Loretz (production audio). External partnersAndrea Camen (photography); Natalija Pocuca (styling); Roman Brändli (lighting).
