New LGK/Smly: Social media campaign realized for Swiss Post
On November 1, as part of Swiss Post’s current branding campaign, a social media campaign launched by the Zurich-based social media agency Smly and the communications agency Neue LGK. At the heart of the campaign are a short film and a personalized letter.
The backdrop for the almost seven-minute movie is an old command post on the Albula Pass, which now serves as a museum. The film was directed by Swiss commercial filmmaker Christian Aeby. The leading actor is the British actor Napoleon Ryan. "Albula" is about the young hiker Walter, who gets caught in a storm on a mountain hike and is locked in a disused command post inside a mountain in search of shelter. While searching for a way out, he discovers an old pneumatic tube system, a typewriter and a handful of small gold bars. Suddenly Walter has an idea of how to free himself: He starts writing a letter to send to the outside world by pneumatic tube. He suddenly turns to the spectator and asks him to get him out of his predicament. As a reward, he offers part of the gold. A rescue operation lasting several days begins, in which the viewers are actively involved. However, after entering their contact details, the viewers are still in the dark. Two days later, the letter written by Walter in the film arrives in a personalized form and with the next clue in the letterbox. Step by step and with various surprising twists, the viewer can solve the mystery surrounding Walter. The prize at the end is real gold.
"Albula" is being promoted with a trailer, various banners, a Facebook competition and Facebook iPhone films, among other things. With the combination of an interactive film experience, individualized surprise letter and personal online research, the campaign aims to create a link between online and offline communication.
Responsible at Swiss Post: Roland Schwarz (Project Manager Marketing Communication), Thomas Banholzer (Employee Brand Management / Advertising), Michael Eberle (Head of Brand Management / Advertising), Dominic Hirt (Head of Marketing Communication, Brand Management, E-media). Responsible at Smly: Marc Leuzinger (project management/CD), Patrick Mueller (CD), Peter Lehner (film production), Hendrik Bonow (AD). Responsible at Neue LGK: Andreas Szentkuti (concept), Stephan Wittwer (AD, concept), Matthias Guggisberg (graphics), Nicole Trasatti, Raphaela Brühlmeier (consulting). Responsible at Optimedia: Catia Perez (Client Service Director), Evelin Wachter (Head Digital Planning & Strategy). MoreChristian Aeby (Director), Signature Creative (Development), Oppenheim & Partner (Public Relations).
