Fresh air in the garage
Rosarot Ideennetz has launched a broad campaign for Amag Retail in connection with its Open Days.
In recent years, the Amag Retail Open Days have become one of the most important events for the 80 companies in Switzerland. For the popular customer event from August 31 to September 5, the advertisers from Rosarot were able to "bring their colors into play" for the first time this year, as Andreas Steiner from the Zurich ideas network is pleased to report. Rosarot created the overall communication for the car experience week for Amag Retail. The program for these events is handled by each garage itself. However, the independent garages all organize three days with a special motto. The "Look behind the scenes" event offers guided tours of the workshop, where you can also look over the shoulders of your personal "pit team" during repair work. The "Women's Day" aims to address the special needs of female customers, who have "always received special attention" at Amag. Finally, "Apprentice Day" provides information for future apprentices.
To publicize all these offensives, Amag Retail and its marketing manager Roland Imboden wanted to use the widest possible range of advertising media. An animated TV commercial staged "the double sunrise for Switzerland": the symbol of a car forms out of white clouds in the blue sky. This key visual can also be found on posters and in advertisements throughout Switzerland. Various radio spots were placed regionally. On the website www.open-days.ch, you could prove your skill in a driving game and win a navigation device. A code to play along with the invitation to the Open Days was sent to 187,000 customer addresses "with a great response". Various measures and gadgets were also available at the POS in the garages.
Andreas Panzeri
To publicize all these offensives, Amag Retail and its marketing manager Roland Imboden wanted to use the widest possible range of advertising media. An animated TV commercial staged "the double sunrise for Switzerland": the symbol of a car forms out of white clouds in the blue sky. This key visual can also be found on posters and in advertisements throughout Switzerland. Various radio spots were placed regionally. On the website www.open-days.ch, you could prove your skill in a driving game and win a navigation device. A code to play along with the invitation to the Open Days was sent to 187,000 customer addresses "with a great response". Various measures and gadgets were also available at the POS in the garages.
Andreas Panzeri
