Serviceplan Suisse continues the "Incorrigible" campaign for Ragusa at festivals

With the campaign launched last October under the claim "incorrigible", Ragusa celebrated the rough edges of the traditional chocolate and its connoisseurs. Films, OOH and social media were used to showcase the incorrigible character traits of the target group with cheeky headlines.

It continued this summer. An engaging campaign at the Openair Frauenfeld and the Gurtenfestival gave festival-goers the opportunity to showcase their incorrigible qualities. "With this campaign, we inspired a younger target group for the Ragusa brand and made the brand values directly tangible," explains Brand Manager Fabienne Leuenberger. In order to optimally reach the different visitor groups at the two festivals, Facebook and Instagram were used in a target group and festival-specific manner. Paid and organic posts were used on both social media channels to increase reach, boost engagement and generate more followers.

In a multi-stage competition, the community was invited to choose the most suitable festival property for them. At both festivals, visitors then had the opportunity to showcase themselves and their slogans printed on signs. In the subsequent best-of video, for example, "The one who wears sunglasses even after 11 p.m.", "The one who dances in mud despite her white sneakers" and "The one who gives out free hugs" showed their best side and took part in the public vote for the most incorrigible festival visitor.