Vitamin 2: Colorful campaign for the Migros Cooperative Eastern Switzerland

After Whitsun, Eastern Switzerland shines with bright splashes of color at train stations, main streets and in the larger towns around its six shopping centers (Rheinpark, Rosenberg, Pizolpark, Säntispark, Herblinger Markt, Oberland Märt). The advertising media were booked in a targeted manner and the headlines were coordinated accordingly by intensively examining the locations of their consumers - with a focus on local placement.

The main aim of the campaign is to communicate the advantages of the various shopping centers at an image level. To this end, we broke away from the conventional CI/CD and designed the posters with a bold typography. The headlines are intended to convey the advantages of shopping in a shopping center. Each of the centers has advantages that were integrated in a location-specific way. All messages are based on the existing, overarching claim "Practical for everything".

When booking posters, particular attention was paid to local placement. For example, when waiting for the bus, you can read "Next stop: shopping paradise." or when filling up at the petrol pump, "Easy parking. Start your time-out.".

Activation of the target group

With the aim of also activating the younger target group, an attractive online competition is running in parallel. By revealing memo cards with the various benefits, the messages are further anchored. Thanks to the attractive ticket raffle for various Swiss festivals, as many participants as possible should be activated.

Responsible at Genossenschaft Migros OstschweizEva Rechsteiner (Marketing Consultant Shopping Center), Naomi Fässler (Marketing Assistant Shopping Center), Saskia Lung (Online Marketing Manager). Responsible for vitamin 2: Nina Bauer (consulting and project management), Milica Moravac (project management), Alexia Duran (graphics), Larissa Lanker (graphics). Network partners: Simon Fussenegger (Sénic, Animation), Tom Übersax (Brame).