Crossmedia Award: The nominees
The nominees for the Crossmedia Award 2017 have been announced. A total of 34 campaigns were submitted. Those that impressed with their creativity and innovation were nominated by the independent expert jury. Eight works made it onto the shortlist:Café Royal: The Agent's ChoiceClient: Delica AGAgency: Serviceplan Suisse AG
For the first time, Robbie Williams, the agent of good taste, is fighting for his cause with his own product: Agent's Choice, the first Café Royal variety with the agent's likeness. And the ideal product for gaining market share through consistent, cross-media storytelling.Advertising media used- Agent's Choice product innovation- Samplings in public facilities and at the POS- TVC- Display advertising (special formats, wideboards, performance advertising media)- Social media via Café Royal and Robbie Williams channels- Landing page with gamificationEngadin St. Moritz: Home advantageClient: Engadine St. MoritzAgency: Metzger Rottmann Bürge Partner AG
The demographic structural change requires a rethink in tourism marketing. If you want to appeal to the many travel-loving millennials at home and abroad, you have to focus on authenticity. This is why Engadin St. Moritz has placed its tourism marketing in the hands of locals and guests. 150 videos with home advantage tips from locals- 8 advertising motifs to promote the home advantage videos- 150 postcard motifs to promote the home advantage videos- 8 banner motifs to promote the interactive video map on its own website www.engadin.stmoritz.ch- 3 Instameets (events) in early summer, fall and winter- Intensive curation of the Instagram account @engadin.stmoritz- 6 poster motifsHelly Hansen & Goldau Nature and Animal ParkClient: Helly Hansen Workwear Center & Nature and Animal Park GoldauAgency: Y&R Group Switzerland AG
Bears are the only animals that do not defecate during hibernation. The first bear poo is a sign from nature that winter is over. Helly Hansen and Goldau Zoo have launched a cross-media end-of-winter campaign based on this biological fact.advertising media used- eBoards- poster sites- microsites- social media- postcards- giveaways- event in the zoo- Helly Hansen Workwear online store and store- zoo websiteMelectronics: The best in the world for meClient: Federation of Migros CooperativesAgency: Wirz Communications AG
As part of the repositioning, melectronics is focusing on its unique consulting expertise and customer orientation. Under the motto "The best in the world for me", customers are given honest advice across all channels so that they get exactly the appliance that suits them - and not the most expensive one.Advertising media used- TVC- Promotion: moving image online (various short films D/F/I)- Print: various advertisements- Online: various banners, 20min (sponsored content), YouTube (True View), Adwebster (halfpage), video seeding pool (stream video)- melectronics social media platforms: Facebook, Twitter, YouTube and social media ads- Microsite melectronics-gewinnspiel.ch- Migros newsletter- Migros app: competition banner, teaser, online form- POP material: MEL-TV, posters, floor stickers, shopping bags, etc.- Radio: sale spot (D/F/I)Migros: M-Budget youth campaignClient: Federation of Migros CooperativesAgency: Jung von Matt/Limmat AG & Optimum Media Direction Schweiz AG
Those who are young and have no money are advertising for M-Budget - thanks to a promotion with the motto: "Win CHF 10,000 with your spectacular advertising!". This motivated the young target group to advertise for their peers and act as brand ambassadors at the same time.Advertising media used- Print/online/mobile: various ad placements from event promotion to voting and post-event reporting- OOH: sampling of large-format posters in Zurich at vocational schools and in front of Migros Limmatplatz/Puls5, 3D implementation (flipchart posters to tear down) at train stations in 6 major cities (St. Gallen, Zurich, Winterthur, Lucerne, Lausanne and Basel)- Facebook: PPA and Carousel Ads- Search- Viral distribution via photo uploads- Various media releases (blogs, industry media)- Owned: Migros print media, newsletter and websitePfister: Home isClient: Möbel Pfister AGAgency: Content&Form advertising agency LSA
The campaign was created as part of the Pfister brand repositioning. "This is what home feels like" is the central idea on which all measures of the Pfister campaign are based and which are played differently on all channels- Advertising media used- Moving image: TV spot with 2 subjects D/F/I- Online: Google TrueView, YouTube Mastheads, Native Ads & Facebook Canvas Ads- Distribution of Pfister's 156-page autumn catalog to existing customers- A 32-page excerpt from the autumn range as an A6 booklet on the front pages of the most relevant consumer magazines- Online/print: various ads- Microsite pfister.ch/zuhauseist- POS: Stand flags, giant posters on Pfister house facades, in-house focus walls, merchandising collectionSBB Mobile launch campaignClient: Swiss Federal Railways SBBAgency: TBWA Switzerland AG
From now on, SBB passengers can travel even more comfortably: thanks to SBB Mobile. SBB developed its flagship app from scratch. And TBWA\Zurich realized the launch campaign for the new edition of one of the most used apps in Switzerland with Yvette Michel - the new digital icon of SBB.Advertising media usedPaid Media:- TVC DE/FR/IT- Posters DE/FR/IT- eBoard/ePanel DE/FR- Print ads DE/FR/IT- Digital (mobile native, programmatic DE/FR/IT)- Events/Guerilla (teaser phase)Owned Media:- POS (sales promotion): Flyer/brochure, display at the counter, give-away, counter sticker, POS screen- PR measures: VIA- Internal communication: info portal, train staff info, intranet, dialog, on the move- Multimedia: sbb.ch/SBB mobile app, teaser, e-newsletter, business newsletter, online ticket B2C/B2B- Direct marketing: GA travelcard invoice text, Half-Fare travelcard invoice text with VISA- Social media: online films (four additional tutorial episodes with Yvette Michel)UBS Campus Break for StudentsClient: UBS Switzerland AGAgency: Equipe AG
Cross-media campaign for students to generate new contracts for the free bank package offering "UBS Campus". Everything revolves around 360-degree panoramic experiences/experiences of travel destinations via VR glasses: online, at the university, in the UBS office, on social media platforms, eScreens and on the smartphone.Paid Media:- Mobile banners- Social media- Promo team in student environment- Advertising presence on student platforms- Instagram blogger tipsOwned Media:- VR glasses in UBS branches- POS counter display- UBS eScreens spots- Flyers at regional events- Microsite UBS.com/campus- Regional events at universities- Bank statement inserts- E-banking messages- CompetitionWhich of these eight projects will win will be decided on June 22 at the Park Hyatt Zurich. Further information on the Crossmedia Award: www.crossmediaaward.ch
