Swisscom wins the Goldbach Crossmedia Award 2023
The Goldbach Crossmedia Award recognizes groundbreaking, cross-media campaigns from across Switzerland. The winning campaigns were announced on Wednesday evening—here’s a look at them.
On Wednesday evening, the time had come again at the event location The Hall: The best cross-media campaigns were ceremoniously selected as part of the "Best of Swiss Web" Award Night. 27 cases entered the race for the Goldbach Crossmedia Award and were judged by a jury of experts from the Swiss media industry. In the end, Andy Lusti, Mc Queen Films and Mediaschneider were able to convince with their jointly designed campaign Swisscom #pistenfarbe.
Swisscom was Swiss-Ski's main sponsor from 2002 to 2022. During the same period, the International Ski Federation (FIS) introduced the blue and red piste colors, independently of this commitment. As a result of this decision, the slopes have since appeared in (among other colors) blue, red and white - Swisscom's corporate design.
Slope color as a marketing coup
Together with Andy Lusti, Mc Queen Films and Mediaschneider, Swisscom took advantage of this lucky coincidence and created a fictional legend about the creation of the piste color as a planned marketing coup. To accelerate the awareness and reach of this fictional story, the real piste dyer from the Lauberhorn as well as current and former athletes and legends from the world of skiing were enlisted for this campaign.
For cross-media distribution, the focus was on ski events (including live online coverage of the work of a piste dyer), social media posts and user-generated content with the hashtag #pistenfarbe, and participation in social media trends such as ASMR and outfit challenges. Furthermore, giveaways were branded in the corresponding color palette and a film in different lengths and dramaturgies was played out in suitable TV and online environments.
Migros and Clyde are second and third place
In addition to the gold winners, the second and third place winners were also honored. With the "Migros Bier" campaign from the Migros Cooperative Federation, the Wirz Group took second place, and Jung von Matt Limmat was able to celebrate bronze with the "Zweifel Yourz" case from Zweifel Pomy-Chips.
The Replay Ads Award - the additional award newly introduced to recognize the most innovative implementations of the new TV advertising formats - went to the Clyde Winter Campaign 22/23, which was realized by Clyde Mobility.
