New building boom threatens idyll
Internet shopping Ruf Lanz has opened a whole chain of new shopping centers for ricardo.ch in Switzerland.
Internet shopping Ruf Lanz has opened an entire chain of new shopping centers for ricardo.ch in Switzerland. Brand building in the truest sense of the word is what the Ruf Lanz agency is currently doing for ricardo.ch. The sales platform has been raised many storeys by the advertisers. The impressive shopping centers can be found not only in Zurich, but also in Valais and Lucerne - in fact, everywhere. This is because ricardo.ch is the largest Internet sales platform in Switzerland. With more than 400,000 fixed-price offers and exciting auctions, you can find everything on ricardo.ch - from paper clips and rare wines to luxury cars.
The new image campaign by Ruf Lanz now gives ricardo.ch the size it actually has for the first time. The creatives asked themselves the question: What if the countless shopping offers on ricardo.ch didn't just go over a virtual store counter? But over a real one?
Natural wonders become smallThe astonishing answer: a huge shopping center would have to accommodate this wide range of products - and would seriously threaten the idyll of Switzerland.
In spectacular images, the hypothetical Ricardo shopping center brings the magnificent landscapes to life and makes even natural wonders such as the Matterhorn or the Rhine Falls look small. The cityscapes of Zurich, Lucerne and Geneva, on the other hand, would have to sacrifice their loveliness for a completely new skyline.
But the headline silences the alarm bells of homeland security and environmental associations just in time: "Fortunately, Switzerland's largest shopping center is only available on the Internet." And so, in the end, only the customer benefits of ricardo.ch remain on the horizon: an unparalleled selection of products on offer throughout Switzerland. Convenient to buy at any time, without store closing times and parking stress.
The campaign consists of five double-page advertisements and megaposters. In addition, ricardo.ch can rely on a surprising guerrilla campaign from Ruf Lanz.
The uproar in the neighborhoods was pretty big, Markus Ruf reveals, when on Thursday and Friday last week in Zurich, Basel, Bern, Lucerne, St. Gallen, Geneva and Lausanne typical construction signs were put up in prominent locations announcing the construction of a gigantic Ricardo shopping center. With 57 storeys, 621,000 m2 of retail space and 84,000 parking spaces. "Passers-by stopped in amazement and couldn't believe their eyes" - people in Switzerland were not used to such dimensions.
Finally, in a second step, the tongue-in-cheek resolution followed: "Sorry, just kidding: Switzerland's largest shopping center is still only available on the Internet."
Andreas Panzeri
The new image campaign by Ruf Lanz now gives ricardo.ch the size it actually has for the first time. The creatives asked themselves the question: What if the countless shopping offers on ricardo.ch didn't just go over a virtual store counter? But over a real one?
Natural wonders become smallThe astonishing answer: a huge shopping center would have to accommodate this wide range of products - and would seriously threaten the idyll of Switzerland.
In spectacular images, the hypothetical Ricardo shopping center brings the magnificent landscapes to life and makes even natural wonders such as the Matterhorn or the Rhine Falls look small. The cityscapes of Zurich, Lucerne and Geneva, on the other hand, would have to sacrifice their loveliness for a completely new skyline.
But the headline silences the alarm bells of homeland security and environmental associations just in time: "Fortunately, Switzerland's largest shopping center is only available on the Internet." And so, in the end, only the customer benefits of ricardo.ch remain on the horizon: an unparalleled selection of products on offer throughout Switzerland. Convenient to buy at any time, without store closing times and parking stress.
The campaign consists of five double-page advertisements and megaposters. In addition, ricardo.ch can rely on a surprising guerrilla campaign from Ruf Lanz.
The uproar in the neighborhoods was pretty big, Markus Ruf reveals, when on Thursday and Friday last week in Zurich, Basel, Bern, Lucerne, St. Gallen, Geneva and Lausanne typical construction signs were put up in prominent locations announcing the construction of a gigantic Ricardo shopping center. With 57 storeys, 621,000 m2 of retail space and 84,000 parking spaces. "Passers-by stopped in amazement and couldn't believe their eyes" - people in Switzerland were not used to such dimensions.
Finally, in a second step, the tongue-in-cheek resolution followed: "Sorry, just kidding: Switzerland's largest shopping center is still only available on the Internet."
Andreas Panzeri
