Ringier Advertising shows what other plans the Böögg had
Due to strong winds, the Böögg escaped being burned during Monday’s Sechseläuten celebration. On Tuesday, Ringier Brand Studio made sure nothing went up in smoke and promptly shipped the Böögg to the Jungfrau Ski Region.
At this year's Sechseläuten, the "Böögg" was spared due to strong winds - a first in the history of the traditional Zurich event. Ringier Advertising's Brand Studio reacted to this situation with lightning speed, adapting the existing campaign from the previous year without further ado - and playing it out with a very contemporary twist.
Instead of being burned at the stake, the Böögg once again made the journey to the Bernese Oberland in the Jungfrau Ski Region. Already two years ago the Zurich cult figure embarked on a journey to promote the newly launched SBB line. Today, as then, it was a comfortable IC81 direct from Zurich main station to Interlaken Ost.
The spontaneous campaign reportedly elicited many positive reactions. The timing was also perfect: The weather in the mountains will soon be perfect again and the Jungfrau Ski Region is open until the end of April.
The campaign was rolled out online and on social media from Tuesday morning.
Responsible at Jungfrau Railways Management: Giulia Müller (Head of Marketing Communication), Remo Käser (CMO), Anna-Lea Huber (Social Media Manager). Responsible at Ringier Brand Studio: Fabian Zürcher (Director Brand Studio), Daniel Marx (Head of Video), Katja Preisig (Motion Design), Ivo Tuchschmid (Social Media), Adrian Schulthess (Deputy Director Brand Studio).
