Family develops «So isch Chloote» campaign for EHC Kloten
The Family creative agency in Uster will support EHC Kloten with its brand and seasonal communications going forward. With the «So isch Chloote» campaign, the agency is distilling the brand identity of this historic hockey club into an authentic communication platform.
Family and EHC Kloten are joining forces. The creative agency from Uster is taking over the strategic and creative development of the brand and seasonal communication of the traditional field hockey club with immediate effect.
The starting point for communication is a key strategic insight: EHC Kloten is at its strongest when it does not bend. A club with history and heart, supported for generations by a loyal fan base. The club is tradition-conscious and at the same time has its finger on the pulse of the times - with a clear view to the future.
Authentic guiding principle throughout the season
Family developed the «So isch Chloote» campaign on this basis. It condenses the club's brand identity into a clear, authentic communicative bracket and serves as a recognizable guiding principle throughout the season.
«With ‚So isch Chloote‘, we have created a communicative platform with which the many facets of the club can be told in an entertaining way. Sometimes funny, sometimes surprisingly self-deprecating, but always honest,» says Jan Walser, Creative Director at Family. «EHC Kloten is a club with a strong character that doesn't need to be reinvented, but simply made visible.»
Commitment to our own DNA
The first work to be shown from April 2 is the new season ticket campaign. The focus is on the commitment to the club's own DNA - and thus to the club and the region that characterizes the club. On and off the ice.
EHC Kloten also sees the collaboration as an important step for its further positioning: «We want honest, emotional communication that suits us and is clearly anchored in our history,» says Dominique Nigg, CMO at EHC Kloten. «Family shares these values: regionally anchored, down-to-earth and authentic. It was precisely this understanding that they brought to the table from the outset and consistently translated into a strong guiding principle.»
The season ticket campaign is the starting signal for the new communication platform; further implementations will follow throughout the season.
Responsible at EHC Kloten: Dominique Nigg (CMO), Tatjana Raschle (Marketing Manager). Responsible at Family: Eike Schlender, Tayba Babar (consulting), Jan Walser, Johnny Grubenmann, Florian Weitzel (creative direction), Marc Ambühl (production), Svenja Hässig, Claudio Catrambone (overall responsibility). Photography: Noël Steiner. Postproduction: Good pictures.
