Playmobil Mania: Wirz launches Migros to play with
With the new collection promotion, Migros itself is available to collect. From Tuesday, Migros customers can collect a total of five limited-edition sets from different areas of a Migros store for six weeks. Wirz is supporting the promotion with a diverse integrated campaign.
The new Playmobil collectibles promotion from Migros focuses on playful fantasy, where there are no limits. This is the basis for the film that Wirz made with Czar Films and director Marit Weerheijm: It shows a seemingly everyday scene in Migros that takes an unexpected turn and then finds its resolution in a playroom.
The spot is part of a comprehensive campaign that aims to awaken the desire to play with Migros flower departments, checkout lines, vegetable displays and the other Playmobil sets at a variety of touchpoints. Three static and animated 6- to 10-second visuals developed with Nerd London showcase further facets of the Migros Playmobil universe. Advertisements, a cover in the Migros magazine and the collector's booklet extend the campaign in print. On social media, 10- and 15-second stop-motion animations demonstrate the playsets in an entertaining way. And the playful, highly recognizable promo logo is the common thread running through all communication measures.
From Tuesday, Migros customers will receive a sticker for every 20 francs spent for six weeks. With a full collection section of 20 stickers, a Playmobil playset is free.
Responsible at Migros Supermarket: Sarah Schneider (Head of Retail Promotions), Stephanie Künzler (Project Manager Retail Promotions), Bojana Taraba (Project Manager Campaigning), Raphael Jung (Project Manager Retail Promotions Digital), Delia Candolo (Retail Promotions Specialist), Valentina Frommelt (Marketing Communications Trainee), Celina Bernasconi (Media Manager Digital), Dominik von Büren (Media Manager SEA). Responsible at Wirz Group: Lorenz Clormann, Thomas Kurzmeyer, Chantal Heimo, Nico Schläpfer, Elena Knecht, Adrian Busse, Morris Lötscher, Tim Lieberherr, Vanessa Lehmann-Spalleck, David Offermann, Eva Bachmann, Anja Fiebiger, Nina Riesen, Svea Maeder, Erasmo Palomba, Nadja Kilchhofer, Ruwanie Hayoz, Giovanni Bucca, Yussef Serrat, Oliver Fäs, Sonja Jegen, Corinne Räber, Muharem Alagic, Jonathan Müller. Migros Heroes: Czar Film (production), Marit Weerheijm (director), Fabio Tozzo (camera), Florian Nussbaumer (executive producer), Fiete Treutler (producer), Peter Scherz (set), Conny Fiseli (styling), Valeria Mancuso (make-up), Fatih Tura (editor), Nerd Productions (CGI production company), Jingle Jungle (audio post-production), Zebedee Chiyonofuji Budworth, Federico Bettini, Colin Schmid (music composition), Mutabor (web design), Webrepublic, Dentsu Switzerland (media).
