The first shower gel to drink

CAMPAIGN Using a fictional product as an example, the new campaign by the Swiss Association for Market and Social Research (vsms) explains the personal benefits of market research and aims to encourage the Swiss public to participate in surveys. The vsms association is thus launching the third flight of its "Your opinion counts" awareness campaign. The first two campaigns (2012, 2014) have already succeeded in achieving the goal of raising awareness: "The feedback from the office and active requests for participation confirm that the campaign is well received and the message is being taken on board. The benefits of market and social research can only be demonstrated through active communication," says Susan Shaw, President of the vsms, adding that the new appearance is intended to convey these benefits in an even more emotional and pointed way. At the heart of the campaign is a TV commercial in which a new product is launched - the drinkable shower gel "Jetset" with Prosecco flavor. The commercial dramatizes the message that you can make your opinion heard by taking part in surveys and thus help shape products.

The film has been running in several waves in German- and French-speaking Switzerland since Christmas 2015. Ads in various daily and Sunday newspapers, online banners, and the Campaign website  are intended to further strengthen the message.