The great yellow guessing game
Swiss Post: With the lie detector game «True or False?», the LGK agency aims to build loyalty among Swiss Post employees and its customers.
Swiss Post With the lie detector game "True or untrue?", the LGK agency wants to bind Swiss Post employees and their customers to the service provider. Bern-based LangGysiKnoll (LGK) has been implementing Swiss Post's brand world for several years with a testimonial concept that bears the meaningful working title "Vox Populi". Its guiding principle and content: consumers' personal relationships with Swiss Post. "It is precisely this emotional level that is the core and vehicle for our messages at all levels: People talk about Swiss Post or, more in-depth, they are encouraged to engage with Swiss Post and actively create a further relationship," says CD Daniela Jakab, explaining the interactive concept, which aims to position Swiss Post as a likeable, customer-oriented and trustworthy company.The "Vox Populi" concept, which runs through almost all communication channels, was expanded a few weeks ago to include a cross-media promotion. This is also intended to give postal customers a voice and further anchor the positive image.
With the help of Swiss celebrities, the "True or untrue?" competition aims to get the public into puzzle fever and at the same time - on a qualitative level - encourage them to become active themselves. LGK was able to win Ringier print and online products as media partners for the nationwide promotion - including SI, L'Illustré and il Caffè. The campaign kicked off with a multi-page SI article in which the "top postman in Switzerland", Ulrich Gygi, is accompanied on a hike through the Neuchâtel Jura. He talks about "his" company and its future - and provides an ideal transition to the competition.
Readers were able to vote on Gygi's claim that even his bathrobe was yellow - on the Swiss Post online portal, which is to be promoted, or via text message, telephone and postcard. The celebrities exposed as liars or angels in the voting include Lauriane Gilliéron, Tom Lüthi and Melanie Winiger. At the same time, readers are enticed to write their own stories each week with attractive prizes and the publication of the best true or untrue postal story. In October, the six winning stories will go through to the final round, in which the public will choose the very best.
The promotion has already successfully passed a "pre-test" - as part of an internal competition that was brought forward by a few weeks. LGK was also responsible for the "smaller" edition (a good 50,000 employees, of which a third of the intranet users had already registered after two weeks). The promotion included teaser posters with witty solutions, puzzles to find out what employees knew about their employer, flyers and fortune cookies containing great prizes.
Luca Aloisi
Satisfied postmenFor the ninth time already
Swiss Post commissioned an independent institute to conduct a staff survey on activities and working environment. The survey now focused on motivation. The score of 70 out of 100 points for motivation was rated as "relatively good". The 67 index points for staff satisfaction are also described as a "good value in an environment of ongoing reforms". (la)
With the help of Swiss celebrities, the "True or untrue?" competition aims to get the public into puzzle fever and at the same time - on a qualitative level - encourage them to become active themselves. LGK was able to win Ringier print and online products as media partners for the nationwide promotion - including SI, L'Illustré and il Caffè. The campaign kicked off with a multi-page SI article in which the "top postman in Switzerland", Ulrich Gygi, is accompanied on a hike through the Neuchâtel Jura. He talks about "his" company and its future - and provides an ideal transition to the competition.
Readers were able to vote on Gygi's claim that even his bathrobe was yellow - on the Swiss Post online portal, which is to be promoted, or via text message, telephone and postcard. The celebrities exposed as liars or angels in the voting include Lauriane Gilliéron, Tom Lüthi and Melanie Winiger. At the same time, readers are enticed to write their own stories each week with attractive prizes and the publication of the best true or untrue postal story. In October, the six winning stories will go through to the final round, in which the public will choose the very best.
The promotion has already successfully passed a "pre-test" - as part of an internal competition that was brought forward by a few weeks. LGK was also responsible for the "smaller" edition (a good 50,000 employees, of which a third of the intranet users had already registered after two weeks). The promotion included teaser posters with witty solutions, puzzles to find out what employees knew about their employer, flyers and fortune cookies containing great prizes.
Luca Aloisi
Satisfied postmenFor the ninth time already
Swiss Post commissioned an independent institute to conduct a staff survey on activities and working environment. The survey now focused on motivation. The score of 70 out of 100 points for motivation was rated as "relatively good". The 67 index points for staff satisfaction are also described as a "good value in an environment of ongoing reforms". (la)
