Franz & René drives for Euromaster
Franz & René has won the pitch for the national brand communication campaign for Euromaster, the expert in tires and auto service. The first wave of the new communication campaign is «on air,» featuring point-of-sale initiatives, radio, and street marketing.
Free ride through the summer: This is the solgan of the summer campaign. By means of the playful reference to Baywatch, Euromaster's Sun offers, which range from vehicle checks to tire changes and air conditioning services, are promoted.
The activation of the campaign happens mainly in the 36 Euromaster stores, by means of the visibility of an original POS that recalls the world of lifeguards on the dangerous beaches of Malibu. The aim of the campaign is to integrate the playful touch of the lifeguard in the world of Euromaster, strengthening the positioning of the brand as a safety expert through the summer.
One of the most important elements of the POS presence is the 180 cm high totem in the shape of a buoy, which is placed prominently at the individual stores. In the entrance, a floor sticker is reminiscent of a sandy beach. Rotairs, flyers, and posters round off the display. A radio spot was broadcast in the catchment area of the 36 stores. In addition, a street marketing campaign was carried out in swimming pools in German-speaking and French-speaking Switzerland. Flyers and Frisbees were distributed by a team of lifeguards inspired by the "Baywatch" series.
Responsible at Euromaster: Thierry Lachat and Daniel Suter (Sales & Marketing). Responsible at Franz & René: Valérie Pecalvel (Strategic Direction), Luciano Gerber (Client Service Direction), Nicole Gütiger (Campaign Manager) Marco de Albuquerque (AD), Gianluca Terzini (Graphic Design).
