Ogilvy & Mather: Ford advertising in all conditions
Ogilvy & Mather Zurich has developed an outdoor advertising medium for the Ford dealership Schönegg Garage in Spiez that adapts to the weather.
Schönegg Garage in Spiez is the main Ford dealership in the Bernese Oberland. There, they were able to secure a rooftop poster location on the valley station of the Wiriehorn cable cars for the next two years. For this, Ogilvy created a poster that takes the weather conditions, in particular the snowfall, and literally integrates them into the poster. This is a poster in the form of a narrow box made of Plexiglas, the top of which remains open. When snow falls, it accumulates not only on the slopes of the Wiriehorn ski resort, but also, and especially, in this Plexiglas box. The more snow falls, the higher the snow line in the box rises.
As soon as winter announces itself with snowfall, Ford proves on the roof of the Wiriehorn cable car valley station that its 4×4 models drive ahead under all circumstances. And at the same time, Schönegg Garage puts itself in the limelight as a Ford competence center in the Bernese Oberland region with Switzerland's first meteorologically adaptive advertising medium.
Responsible at Schönegg Garage Spiez: Patrick Burkhardt (Managing Director). Responsible at Ford Motor Company Switzerland: Raphael Fasler (Retail Marketing Manager). Responsible at Ogilvy & Mather: Thomas Bolliger (CD); Mark Levay (AD); Marcel Elsener (lyrics); Marcel Kohler (production); Max Brunner (consulting); Jonathan Schipper (overall responsibility).
