New agency Buzzilla: guerrillas of the internet age

 
Agencies Numéro 10 in Bern has founded Buzzilla, the first Swiss agency for buzz, viral and guerrilla marketing. 
The name says it all: Buzzilla is made up of the two terms buzz marketing and guerrilla marketing. Both disciplines have been intensively cultivated at the bilingual agency Numéro 10 in Bremgarten near Bern since it was founded four years ago. As the first agency in Switzerland, the Buzzilla unit, which has now been established to complement the traditional parent company, focuses exclusively on these new marketing techniques and viral ideas. Gilles Aeby, Head of Strategic Planning, wants to be able to offer "optimal synergy effects between classic advertising campaigns and dynamic marketing". "Numéro 10 thus meets the new demands of advertisers against the backdrop of chronically oversaturated markets," says Aeby, alluding to the sensory overload with over 2,500 advertising contacts every day.
Playful presentationThe agency explains how dynamic marketing works differently on
. This website presents the new techniques and methods of dynamic marketing in a playful way. Successfully implemented case studies from the agency can be viewed on an ongoing basis. The first cases on the website include a campaign for the commuter newspaper Le Matin Bleu. Here, the specialists at Numéro 10 disguised a guerrilla campaign as a popular initiative. They called for "more free blue zones in the city". Within a week, over 15,000 signatures were collected, 300 fake demonstrators marched through the streets and squares were covered with 300 fictitious blue zone markings. An image campaign for Le Matin Bleu launched by Numéro 10 at the same time highlighted the link with the free newspaper. Numéro 10 has already carried out other campaigns for the fashion mail order company La Redoute, where 400 volunteers posed in a "bikini on ice" - which more than 20 media outlets included in their editorial section.
Diverse applications "Buzz marketing is suitable for a very wide range of products, services or organizations," says Cendrine Gafner, Client Service Director at Buzzilla. In fact, the agency's references include the Fribourg Olympic basketball club, Teletext, Vaudoise Insurance, Cardinal beer and even the Swiss Liberal Party.
Buzzilla by Numéro 10 provides its clients with strategic planners, a creative team, logistics and multimedia specialists and PR experts. In addition, Buzzmaker is a select and exclusive community that is currently being developed. The Buzzmakers are "influential personalities who are constantly on the lookout for something new". They track down trends, share their discoveries with those around them and maintain a dialog within their network on buzz-related topics such as culture, music, fashion, design, new technologies, the Internet and travel. These strategically important buzzmakers are specifically integrated into planned campaigns by Buzzilla and act as a link between brands and potential consumers. In return, they are rewarded with small gifts such as VIP tickets or trendy gadgets.
Finally, a blog on the website provides information on "the best international buzz campaigns" and "buzz of the month" - with which the bilingual French/German Buzzilla platform intends to seize the opportunity to become a leading competence center for dynamic marketing in the industry.
Andreas Panzeri
 

 
 
 
 
 
 
 
 
 
 
 
 
"The consumer is no longer a spectator, but a participant "WW:
Buzz marketing is in vogue. Why is there only one such agency in Switzerland, Buzzilla? Gilles Aeby:
Numéro 10 has been doing dynamic advertising alongside traditional advertising since it was founded. That gives us a four-year head start. During this time, we have conducted many experiments. You can't just invent guerrilla, buzz and viral marketing like that. That's why I don't think the other agencies have reached this point yet. How did you come up with this topic? We noticed that it was becoming a trend. Especially in the USA and then in France. Because we have a bit of this Francophile element in us, more than a Zurich native, we were closer to it. It also suits our personality. Viral, buzz and guerrilla are always a bit illegal. A classic lead agency might have more inhibitions. It's also too marginal for them. Alternative marketing.
We haven't had any trouble with it so far, because all our measures are always based on a playful element. Buzzilla doesn't just have to provoke and incite or polarize. We always have to develop a subtle concept with a subtle idea that amuses people in the end. The consumer is no longer a spectator as with a poster or movie, but becomes a participant.
What is the cost-benefit ratio of buzz advertising? In terms of budget, people always think that guerrilla happens on the street and is therefore cheap. This is not the case. The three disciplines of buzz, viral and guerrilla also need the traditional media in order to have an echo and resonance. That's why Numéro 10 and Buzzilla work in parallel and with synergies.
We have noticed that customers' expectations of these new disciplines are becoming ever higher. So now was the point where we could say: We have two entry doors. The client can come to us for classic advertising, then he comes to Numéro 10, or he can come to us for dynamic disciplines. Then he comes to Buzzilla. This gives us a clearer picture of our competencies and also structures our services better.
We have people who only do Buzzilla and people who only do classic. But they all live under the same roof. A total of eleven in the whole agency, five of them for Buzzilla. But it's very important that all our people are trained in both areas.
 
Trend terms expandedBuzz marketing
takes its name from "buzzing", which is reminiscent of the buzzing of an insect. The method aims to create a buzz, rumors and word-of-mouth around a brand or product and use a surprising and contagious "viral idea" to get people talking about a topic.viral marketing
is on the Internet what we call word-of-mouth propaganda in everyday life. The difference lies in the reach and the extremely high dissemination speed.guerrilla marketing
are spectacular "commando operations" in an urban environment that draw the attention of the curious public to a brand in a playful way.influencer marketing
is the follow-up of buzz campaigns in mass and micro-media such as weblogs and forums. (pan)