Valencia makes the whole of Switzerland hum along
With its spring collection campaign, Coop is launching a nationwide flower-planting initiative and rewarding loyal customers with plush bees and seed balls. The campaign was created by the agency Valencia Kommunikation, which enlisted the Schwiizergoofe children’s choir for the project.
In the latest Coop collecting fun, everything revolves around a sustainable approach to bees. They are extremely useful for people and nature. And with the collection promotion, all Coop customers can support the insects in collecting nectar. With every purchase, you can get stamps and in return receive free seed balls that grow into colorful flowers.
These are six different native flower species that are especially bee-friendly because they provide extra nectar and pollen. With 20 collection tokens each, you get a seed ball bag of your choice. The seed balls are easy to plant. Plush bees are another reward.
Valencia Kommunikation was commissioned to develop the comprehensive communication package for the promotion: from key visuals to all print and POS advertising media such as advertisements, F4/F12 posters or displays, to TV commercials, e-boards, bumper ads, social media and mailings. As a prelude, Coop also secured the Brand Day on 20min.
In collaboration with the production company WirzFraefelPaal Productions, Valencia also developed all moving image measures such as the TV spot, various cutdowns for the web and social media. Valencia suggested making the Schwiizergoofe, who have been sponsored by Coop for several years, the protagonists of the advertising message.
"We pitched Coop the idea of using the successful children's choir for the TV spot," partner and creative director Tommy Schilling said in a statement. "Both Coop and Schwiizergoofe were immediately on board."
The result was not only a cheerful commercial, but also a bee-strong hit with a catchy melody, written, arranged and produced by Hitmill. By the way, the song can be heard on Coop.ch/beehappy downloaded free of charge.
Responsible at Coop: Sacha Zuberbühler (Head of Marketing Communications), Vanessa Finzer (Head of Advertising), Simon Bohnenblust (Head of Advertising Sales Promotion / Promotions), Evelyn Howell (Project Manager Advertising), Noemi Urwyler (Market Development), Joachim von Allmen (POS Retail), Simon Flatt (Head of Media), Karin Heliopoulus (Head of Media Classic), Holger von Ellerts (Senior Project Manager Digital Media), Rahel Kühne (Head of Social Media & Online Campaigning), Roxane Herzog (Social Media & Content Manager), Linda Anklin (Digital Marketing). Responsible at Valencia Communication: Tommy Schilling (Creative Director), Iraklis Hungerberg (Senior Account Director), Meret Renggli (Communications Planner), Sebastian Refardt (Senior Copywriter), Michael Wenk (Art Director), Marc Groth (Motion Designer), Emanuel Plüss (Head of Polygraphy), Patrick Hublard and Marina Onofri (Polygraphers). Responsible at Wirzfraefelpaal Productions: Adrian Wisard (Director) Stefan Fraefel (Executive Producer), Nina Wirth (Producer), Rahel Schneebeli (Production Assistant), Frederik Kunkel (Art Director Film). Responsible at HitMill: Georg Schlunegger (Composer, Songwriting & Producer), Fred Herrmann (Producer), Roman Camenzind (Executive Producer), Noemi Mathis (Project Management).
