Ogilvy One: Expert test developed for SRG Insider
To attract new readers to «SRG Insider» and encourage them to interact with the platform, Ogilvy One was commissioned to create a campaign.
The SRG Deutschschweiz association is tasked with promoting public discussion about the audiovisual public service in Switzerland. To achieve this among the young target group, the online platform "SRG Insider" was launched in 2013. SRG Insider provides information about what's going on around SRG SSR for young people.
The goal of the campaign created by Ogilvy One is to show that SRF has experts at work who make their broad knowledge available to everyone on a daily basis as part of the public service. But who are these experts? And what distinguishes them? OgilvyOne provides the answers with "Which SRF expert are you?", an interactive test that creates proximity between the experts and the target group. The test - advertised exclusively on social media - was quickly very well received. In the first week, around 4'500 users had already found out whether they were more like Steffi Buchli, Thomas Bucheli or another SRF expert in terms of character. Following the test, each expert recommends his or her favorite articles on SRG Insider and lets the user dive directly into the world of the platform.
The results, shared on social media, got SRG Insider talking and encouraged more people to take the test. The experts themselves, such as Andi Rohrer, Nik Hartmann and Steffi Buchli, also tested themselves - some even discovered their second personality in the process.
To the test Srginsider.ch/expert-test
Responsible at SRG Deutschschweiz: Laura Verbeke (Project Manager SRG Insider), Viviane Aubert (Project Manager Social Media). Responsible at Ogilvy One: Benjamin Franken (CD), Frank Engelhaupt (Text), Karl Badde (Art Director Digital), Maximilian Börke (Consulting), Nadine Wolf (Social Media).
