Publicis launches a campaign that fits Micasa perfectly
Micasa is breaking new ground. The account was transferred from Leo Burnett to Publicis Zurich just a few months ago, and now the furniture retailer is turning heads with a new campaign—one that takes an approach never before seen in the furniture industry.
The in-house budget transfer from Leo Burnett to Publicis was mainly for capacity reasons, as CEO Thomas Wildberger explains when asked by Werbewoche. "Leo Burnett has been undergoing restructuring over the past few months, and in this one case Publicis Zurich has been very much in the spirit of Power of One helped out". Leo Burnett has been the creative agency of the Migros furnishing house for years and has already handled the account under the name Spillmann/Felser/Leo Burnett.
Publicis now developed a platform based on the fact that there is probably no one who buys all their household goods in one go or - even more unlikely - in one and the same furniture store. On the contrary. Many people have probably bought some of their furniture from a Micasa competitor, received some as gifts or inherited some, or even acquired some secondhand. And so the furnishings of one's own four walls usually evolve over years, change from time to time, and are supplemented from time to time by different furniture and a wide variety of designs.
The big challenge for the furniture store is therefore to be able to offer the customer a range that allows him to optimally complement the existing with the new. Micasa is fully aware of this and proves with the new, humorous campaign that it is - typical Migros - close to real life and knows what is important to the customer: to find beautiful furniture that matches everything you already have. The campaign will be launched at the end of August with two films. This will be followed by further implementations in print, online channels and at the POS. (pd/hae)
Responsible at Micasa: Roman Reichelt (Head of Marketing Communications), Roman Küng (Head of Marketing Communications Specialist Stores), Michel Keller (Head of Micasa & Interio), Carlos Friedrich (Head of Marketing Communications Micasa & Interio), Larissa Moser, Daryl Peter (Project Manager Marketing Communications Micasa), Philipp Marquard (Head of Media), Simone Blaser (Senior Project Manager Media). Responsible at Publicis: Johannes Raggio, Peter Brönnimann (Creative Direction), Michael Brauchli (Head of Art), Priska Meyer (Art Direction), Jan Theus (Graphics), Lucas Conte, Lena Altorfer (Strategy), Meret Lauener, Jacqueline Willimann, Martina Fäh (Consulting), Matthias Koller (Managing Director), Thomas Wildberger (CEO). Responsible for production: Bart Timmer (director), CZAR Switzerland (film production), Sandy Blum, Vincent Taeger (producer), Hearoes (composition), Jingle Jungle (sound studio). Responsible at Prodigious: Suzana Kovacevic (Agency Producer).
