Leo Burnett: Taking a breath for Sihlcity

With a simple and multimedia promotion: the "How-many-Sihlcity-Shops-can-you-enumerate-in-a-breath-competition". The more stores you could count in one breath, the higher the prize. Participants were able to prove their lungs at the POS, online via webcam and with numerous promotion teams in the city. The competition, which was announced on TV, radio, POS posters and advertisements, was extremely successful, with over 600 participants at the POS alone. The winner was a young man who, thanks to his ingenious breathing technique, managed to reach an incredible 129 stores.

Responsible at Sihlcity: Jörg Engeler (Center Manager), Mara Bonorand, Vanessa Welti (Marketing and Communications). Responsible at LBS: Johannes Raggio (ECD), Pablo Schencke, Barbara Hartmann, Anna Leudolph, Lukas Tauss, Inken Rohweder, Markus Rottmann (Creation), Isabelle Meier, Nadine Stüssi (Consulting), Suzana Kovacevic (Art Buying), Update (Website).