Wirz Launches «Support Your Camp» for Migros
With its new «Support Your Camp» initiative, Migros is supporting children’s and youth camps with a 3-million funding pool. Wirz developed the multi-phase campaign, which focuses on eye-catching design and brand recognition through a simplified key visual and a clear message.
Switzerland is a country of clubs and associations, and Migros «does more for Switzerland.» The «Support your Camp» campaign is therefore a perfect brand strategy that has multiple positive effects. Clubs benefit from a generous 3-million funding pool, and customers benefit from a simple, exciting way to make a difference for children and young people through their purchases.
Simplicity and Clear Messages
A multi-phase, relatively complex promotional campaign like «Support your Camp» should, above all, keep its communication simple. The campaign developed by Wirz takes this to heart. It starts with a minimalist key visual that ensures eye-catching appeal and brand recognition—from the initial club registration all the way to the final call for donations—and is optimized for each specific touchpoint. And with a core message that doesn’t get lost in explanations of the promotion’s mechanics, but instead focuses on convenience for customers: «Support camps while you shop.»
Kids' camps make parents happy, too
The campaign also includes a film that offers a tongue-in-cheek insight: Parents are sometimes glad when their kids are out of the house. This is conveyed through an entertaining contrast between the quiet of home and the cheerful chaos of camp. The story is presented as a 25-second TV commercial with online adaptations in various formats. In addition, the full range of communication tools is being utilized—including comprehensive point-of-purchase (POP) advertising materials and a variety of social media initiatives.
Person in charge at Migros Supermarket: Remy Müller (Head of Marketing & Communications), Frédéric Zürcher (Head of Campaigning & Sponsorship), Désirée Strassmann (Head of Campaigning), Siegrun Krayer (Project Manager, Campaigning), Melani Zadro, Raphael Jung (Project Manager, Sales Promotion), Erasmo Palomba (Creative Producer), Sarah Althaus (Project Manager, Social Media), Celina Bernasconi, Florence Angstmann (Project Manager, Media). Responsible at the Wirz Group: Livio Dainese, Thomas Kurzmeyer, Jannic Mascello, Chantal Heimo, Nico Schläpfer, Marla Wenzel, Laura Schädler, Giovanni Bucca, Günther Prächt, Oliver Fäs, Muharem Alagic. Responsible for the key visual: Nick Soland (photography), Dominic Wenger (photography assistant), Gabriel Baumann (director/DOP), Bryan Schaffner (video assistant). Responsible for film: Mygosh (Film Production), Artur Wolgers (Director), Johan Palm (Director of Photography), Ilonka Galliard, Natali Sussman, Lamar Hawkins (Executive Producer), Billy Bains (Post-Production Producer), Wolfgang Weigl (Editor), Jingle Jungle (Sound Studio), Mathias Zachrisson (Music). Responsible for social media: ESE Agency. Website Manager: Mutabor.
