The new store just around the corner
ViznerBorel and Manifesto are launching 160 new Migrolino stores with comedian Kaya Yanar.
Aunt Emma is getting a new addition to the family. A subsidiary of the Federation of Migros Cooperatives wants to find a new proximity to customers under the name Migrolino with over 160 petrol station stores and railroad station stores by the end of 2010. Migrolino is "the small and cheeky convenience store", as Markus Laenzlinger, CEO of the still young company, explains. The concept was developed in collaboration with Migrol and Shell. In addition to popular Migros products and selected brands, fast-food customers can also find many fresh and convenience offers. One of the first Migrolinos in the converted Kölliken Nord highway service station stocks over 2,000 items. All the new stores are also open late at night and at weekends. With Shell as number 1 in the fuel sector and Migros as number 1 in the retail trade, Migrolino is "clearly and successfully aiming to become number 1 in the rapidly growing convenience market", says Head of Marketing Andrea Schindler about the new chain's remarkably rapid expansion course.
ViznerBorel will provide Migrolino with communications support. The agency, already successful with Denner in the retail sector, won the new client at the beginning of September in a pitch against three well-known national and international competitors. In order to establish Migrolino in the Swiss market as "fresh and friendly", ViznerBorel created the character "Milo". This likeable Migrolino salesman is embodied by Kaya Yanar. The comedian with German-Turkish roots and a few years of Swiss experience is known from the TV show "Was guckst du?". In addition to countless awards such as the German Television Prize in the comedy category, the Austrian Television Prize for "Best Program Idea", the German Grimme Award comedy prize and an Emmi nomination, Yanar has also won Geo magazine's "Grüne Palme" for special services to international understanding.
Milo is used in the campaign in a series of witty and even cheeky commercials. These characterize him as an integrative figure who "unites people". Milo is the character who revives the "store around the corner" for Migrolino, as director Reto Salimbeni from Manifesto explains the concept.
Andreas Panzeri
ViznerBorel will provide Migrolino with communications support. The agency, already successful with Denner in the retail sector, won the new client at the beginning of September in a pitch against three well-known national and international competitors. In order to establish Migrolino in the Swiss market as "fresh and friendly", ViznerBorel created the character "Milo". This likeable Migrolino salesman is embodied by Kaya Yanar. The comedian with German-Turkish roots and a few years of Swiss experience is known from the TV show "Was guckst du?". In addition to countless awards such as the German Television Prize in the comedy category, the Austrian Television Prize for "Best Program Idea", the German Grimme Award comedy prize and an Emmi nomination, Yanar has also won Geo magazine's "Grüne Palme" for special services to international understanding.
Milo is used in the campaign in a series of witty and even cheeky commercials. These characterize him as an integrative figure who "unites people". Milo is the character who revives the "store around the corner" for Migrolino, as director Reto Salimbeni from Manifesto explains the concept.
Andreas Panzeri
