Publicis lures bankers to the alps for UBS and Switzerland Tourism
A topsy-turvy world: Swiss Alpine farmers conduct job interviews in online films to recruit bankers for a job in the Alps. As part of the self-deprecating campaign, there are also vacations to be won in addition to a work assignment.
The collaboration between UBS and Switzerland Tourism is entering another round. While the tourism experts are focusing on recreation in nature this summer, UBS is focusing on an original work experience in the mountains - as a helper on an alp for two weeks.
"Many people are fascinated by the work and traditional life on the alp. However, such alpine assignments are usually only possible for a longer period of time - now we are offering a trial dose of two weeks, so to speak. And, of course, there is a nice contribution to the recovery after the hard work," says Daniel Fischer, Head of Marketing Region Switzerland, UBS Switzerland.
The fact that working in the Alps is more demanding than most people think is now being highlighted by two alpine farmers who hold interviews with applicants in humorous online films. As they are recruiting on behalf of UBS, their sentences are peppered with "corporate language" from the business world: the assistant cheesemaker becomes a "Cheese Production Assistant" and reports to the "Chief Cheese Officer". So for once, out-of-the-box thinking, efficiency, mission statements and performance targets are talked about just as much high up in the Alps as they are high up on the business floors. "UBS is demonstrating a great deal of self-irony," says Publicis CD Peter Brönnimann about the summer campaign.
The assistant cheesemaker becomes the "Cheese Production Assistant" and reports to the "Chief Cheese Officer".
In addition to three online films, various digital tools are used. On the website Ubs.com/alp you can apply to work in the Alps, but you will also find interesting content about life in the Alps. For example, you can find out that the average working week on an alp is 86 hours.
In a later phase, the alpine experiences of an applicant are documented on video and played out on various social media platforms: from very early in the morning when milking in the barn to late at night over a beer on the pergola with a panoramic view and until the traditional alpine cattle drive towards the middle of September.
Responsible at UBS: Daniel Fischer (Head of Marketing Region Switzerland), Sonja Kingsley-Curry (Head of Creative Concepts & Campaigns), Markus Egloff (Project Manager Creative Concepts & Campaigns), Sanja Rikanovic (Digital Marketing Manager), Oliver Vedolin (Head of Content & Dialogue Marketing), Joël Frey (Content Marketing Specialist). Responsible at Publicis: Jan Kempter (Text), Andrea Klainguti (Art Direction), Peter Brönnimann, Johannes Raggio (CD), Meret Lauener, Ursula Jaag, Karin Schweizer (Consulting), Candido Righetto (Managing Director), Thomas Wildberger (CEO). Responsible at Crossmedia Production: Prodigious, Zurich, Cem van der Schaar (Managing Director and Head of TV). Responsible for film production: Pumpkin Films, Viviane Andereggen (Director), Christopher Novak (Producer).
