Effie Awards Switzerland 2024: Four more bronze campaigns have been announced

34 campaigns were selected as finalists for this year's Effie Awards Switzerland. 24 of them were able to secure precious metal. In the coming weeks, m&k will reveal the winners in various stages. The winners will be celebrated at the award show on November 13, 2024. The next Bronze Effies will go to Thjnk, TBWA\Zürich and Inhalt und Form.

Ochsner Sport - Winter World Cup Campaign 2022 (Brand Image category)

For the World Cup in Qatar, the campaign succeeded in turning football into a winter sport in 2022, thereby increasing sales of the football range disproportionately to the competition to Index 344.

Ochsner Sport's World Cup campaign shows the power of communication even under adverse conditions. Major football championships are usually accompanied by high sales targets in the football segment. The Winter World Cup in Qatar was no different. But fans buy jerseys to show their allegiance, not to play sport themselves. The World Cup in Qatar restricted precisely this function: The freezing temperatures prevented public viewings and jerseys disappeared under thick coats. The creative campaign succeeded in turning football into a winter sport and jerseys into a desirable accessory despite the cold season. As a result, football sales at Ochsner Sport were twice as high as those of the competition.

Client:Ochsner Sport AG
Lead Agency: thjnk Zurich AG
Other agencies / companies: JBW Media AG

Migros Bio - Animonials (Activation category)

Migros Bio recorded an increase in sales in the organic range of +13.2% (+9 PP over Migros' total sales) and gained market share of +1 index point, while its largest competitor lost -1.3 index points.

If you shop today, you can hardly save yourself from all the sustainability labels. And all these (near-)organic labels advertise with the same farmyard romanticism. Migros Bio has recognized that this does not need to be differentiated and that the category convention needs to be broken. Instead, a new and credible authority has its say: nature itself. Frogs, seals, cockatoos, panthers and kangaroos become unseen animonials and report on the quality and sustainability of their favorite Migros Bio products. The campaign not only succeeds in turning a label that has been quiet for a long time into a brand, but also in communicatively pushing its biggest competitor into the background, disproportionately increasing sales of sustainable products and gaining market share.

• Client: Migros Cooperative Federation
• Lead Agency:thjnk Zurich AG

McRaclette - The Cheesiest Song Ever (Social Media / Influencer Marketing category)

More than 4000 fans wrote a love song for McRaclette in co-creation with well-known Swiss rappers, which made it into the Zurich club scene and the streaming charts.

As part of the McRaclette campaign, an activation was launched specifically for Gen Z. The aim: a culturally relevant interaction between the brand and the target group. Young people want to help shape brands - which is why we invited them to co-create a love song for McRaclette. The lyrics of the song were written by GenZ themselves - in the comment column of an Instagram livestream. Three well-known Swiss rappers then curated the fans' lines and composed the "Cheesiest Song Ever". The livestream organically reached more than 120,000 accounts. More than 4,000 participants wrote 1,100 comments within 30 minutes. The final song reached number 1 in the Apple Music playlist "The New Switzerland", among others.

Client: McDonald's
Lead Agency: TBWA \ Switzerland AG
Other agencies / companies: OMD (Switzerland)

Give your Skin a Voice (Doing Good/Positive Change category)

With minimal effort and no media budget, the campaign managed to achieve maximum impact at the location of the event (10,000 activated message carriers) and beyond (9 million organic impressions).

People of all genders continue to be confronted with sexual harassment. The "Give your Skin a Voice" campaign sends a clear signal against this and raises awareness and encourages the target group to take active action against sexual harassment. The results show that with a creative idea and excellent implementation, maximum impact can be achieved with minimal effort and no media budget. The results: 10,000 message carriers with strong tattoo statements that received a lot of attention through over 9 million organic impressions in German-speaking Switzerland, a significant increase in the number of reports via the City of Zurich's reporting tool of 28,36% and a powerful statement in the fight against sexual harassment that still resonates today.

• Client: Zurich city
• Lead Agency: Content and form advertising agency LSA