Swiss successes at the German Brand Award

Jennifer Frame, Head of Marketing Non-Food (l.) and Nicole Calegari, Head of Marketing Competency

Manor was honored with the German Brand Award 2019 and as winner in the category "Excellent Brands - Trade, Retail & E-Commerce" on June 6 in Berlin. The Swiss department store group was recognized for the most innovative brands, consistent brand management and sustainable brand communication.

"Our brand communication is geared to the customer. It is important to us to be able to understand purchasing decisions in order to fulfill customer wishes in the best possible way. We are all the more delighted to receive the German Brand Award, which shows us that we are on the right track. We thank the jury as well as the organizer - and of course our marketing team, without whom this award would not exist," says Nicole Calegari, Head of Marketing Competency at Manor, who accepted the prize in Berlin.

Thanks to the new brand strategy, Manor has succeeded in raising awareness in Switzerland to just under 100 percent. This was influenced not least by the Manor Christmas campaign, which contributed to significant growth in key figures by taking first place among the most successful advertising videos of 2018.

Farfalla's comprehensive rebranding was awarded gold in the "Brand Design" category. The agency Lämmler & Mettler, which specializes in brand development, has been responsible for Farfalla's brand presence since 2002 and developed a complete rebranding as part of the generation change at Farfalla: everything was redesigned, from the brand to the visual language to the design of the entire product range and the comprehensive communication media. "With the butterfly as brand ambassador, we succeeded in creating a striking brand element with a high level of recognition. A beautifully crafted and at the same time also high-quality looking brand that perfectly combines the themes of nature, cosmetics and care," reads the jury statement.

farfalla, a pioneer in natural cosmetics and natural essential oils as well as organic and natural cosmetics, empowers its customers to take care of themselves individually - supported and 'inspired' by a new, fine and atmospheric design. "follow the butterfly" is the guiding idea. It is consistently implemented in a clear concept in a light and independent way. The refreshing and emotional visual language reflects Farfalla's values and stands out well from the natural cosmetics field.

The butterfly as a brand ambassador is at the center - as in the name of the brand (Farfalla: ital. butterfly). It represents metamorphosis and renewal, individuality and diversity, beauty and femininity, and naturalness.

"Six is Ten" is the name of the campaign for SIX's tenth anniversary, which Sergeant conceived and implemented in close collaboration with the financial company. Now the internal campaign has been recognized for its success. At the award ceremony in Berlin on Thursday, two awards went to Zurich; one as one of the winners in "Internal Branding & Brand Academies" and one in the additional category "Agency of the Year".

Stories, games and a bit of luck At the heart of the campaign is a digital platform with interactive storytelling, user-generated content and games, on which over 4,000 SIX employees from 28 countries were able to interact with each other for a year.

If you ask Berliners about Bumble today, most of them know immediately. That wasn't the case a year ago. Then came Foundry's campaign. Founded by Swiss Sacha Moser, the agency created the hyperlocal OOH campaign last summer that brought the app to widespread awareness and popularity, drawing it to the smartphones of Berlin's Millenials. Bumble is an app with which people can seek connections of all kinds: In dating, friendship and business. And in all three modes, the rule is female first. Nothing works without the first message from the woman.

The headline campaign focused on apt allusions aimed at the Berlin audience between 18 and 35. The many messages humorously played with very specific and local aspects of various Berlin districts and their stereotypes. At the same time, the themes of dating, friendship, career and especially female empowerment were brought to the fore. The agency was also responsible for the entire media planning. The messages were appropriately placed in the districts within the streets and squares of Berlin. This made it possible to speak directly to the target group. The campaign was so successful that it spawned many more rounds. At the moment Foundry is in the preparations for the sixth flight.