With a touch of Klosterfrau marketing spirit
A big surprise at this year's Marketing Trophy: Einsiedeln Abbey won twice. Other coveted trophies went to Phonak, Rugenbräu and Natura Güggeli.
Declining membership among the flock, outdated methods of acquiring new customers, resistance to advice on social change - the cadres of our leading religions have been accused of all sorts of things. And now this: at this year's Marketing Trophy, a monastery of all things won twice. Not only did the people of God come out on top in the non-profit organization category, they also won the audience award with their rather earthly online campaign for the redevelopment of Klosterplatz. With a clean web presence, the interested public is invited to buy a stone for the square in German, English, French and Italian (Spanish in preparation). The campaign, which is accompanied by attractive incentives, has obviously aroused the emotions of the jury and the public. And it's not too late to get involved yourself. At the time of going to press, the website www.klosterplatz.com reported: "10,631 of 18,100 units are still for sale."
The product that helped Rugenbräu win an Oscar from Swiss marketers was also pretty "down to earth": the Swiss Highland Single Malt Whisky and the campaign for it put the Interlaken-based company in the crown in the "Medium-sized companies" category. The other winners, who were honored by the ten-member expert jury headed by Marco Bernasconi, Managing Director of Wemf AG für Werbemedienforschung: Zurich-based hearing aid manufacturer Phonak in the large company category, for its "Hear the World" foundation campaign. Here in particular, the field of participants was extremely prominent, with the hearing specialists coming out on top against Kuoni, Six Multisolutions AG, Volvo and Service industriels de Genève. In the smallest company category, the "Small Companies" category, Natura Güggeli AG was awarded the prize for its overall concept.
The product that helped Rugenbräu win an Oscar from Swiss marketers was also pretty "down to earth": the Swiss Highland Single Malt Whisky and the campaign for it put the Interlaken-based company in the crown in the "Medium-sized companies" category. The other winners, who were honored by the ten-member expert jury headed by Marco Bernasconi, Managing Director of Wemf AG für Werbemedienforschung: Zurich-based hearing aid manufacturer Phonak in the large company category, for its "Hear the World" foundation campaign. Here in particular, the field of participants was extremely prominent, with the hearing specialists coming out on top against Kuoni, Six Multisolutions AG, Volvo and Service industriels de Genève. In the smallest company category, the "Small Companies" category, Natura Güggeli AG was awarded the prize for its overall concept.
Helmuth Fuchs, Pro Kloster Einsiedeln Foundation, category winner Non-
Profit organizations and winner of the audience award.
Profit organizations and winner of the audience award.
