Parking lot as the measure of all things
Weber Harbeke advertising agency realized two new commercials for the Migros Club School
Weber Harbeke advertising agency realized two new commercials for the Migros Club SchoolBy Andreas Panzeri The Zurich advertising agency Weber Harbeke shows in two new commercials that the Migros Club School not only offers courses for leisure time, but also plays an increasingly important role in vocational training and further education.
A brisk man in his mid-thirties comes out of an office building with a spring in his step. He makes his way to his car and quickly moves it from a normal parking space for employees to the parking space reserved for the management. Then he returns to his workplace, satisfied. Obviously the man has just been promoted. The Migros club school logo and the new claim "More success" tell the audience why.
Club schools with a new communication strategy
With this TV commercial, the advertising agency Weber Harbeke is currently drawing attention to the fact that the Migros Club School is playing an increasingly important role not only in the leisure sector, but also in continuing professional development.
With over 50 training centers, Migros Club School is the largest adult education institute in Switzerland. It offers a very high level of quality both in the leisure sector and in vocational education and training. According to its own information, the success rate of its course participants in external diploma examinations is regularly above the national average. In summer 2001, Migros Club Schools became the first adult education institution in Switzerland to be awarded the eduQua certificate.
"These and other facts are little known and contradict the still widespread image of the club school as a leisure-oriented school," say Thomas Harbeke and Max Weber, summarizing the starting point for the new commercials. Their agency, which has been advertising for Migros Club Schools for some time, has developed a new communication strategy that is also intended to appeal to a career-oriented clientele.
The Migros Club School for private and professional success: for the advertisers, this meant a brand with the two thematic worlds of leisure and career. The two CDs saw the success enjoyed thanks to the club school as the unifying element. The agency dramatized this factor in two TV commercials, both of which tell a simple but surprising success story from everyday life.
Success comes with bush sounds from Down Under
While the symbol for this success in the professional field was a promotion to the management parking lot, a more general recognition was chosen in the leisure sector. This commercial shows a young man sitting on the floor of an old apartment playing a didgeridoo. He finishes his music on the blowpipe. But suddenly his neighbors complain about this by banging on the door and calling him. Pleasantly surprised by the popularity of his art, the man starts playing again. The knocking stops immediately. The logo and claim at the end say where and why he learned to play so well: "Club school. More success."
"Parking lot" is 20 seconds long, "Didgeridoo" is 25 seconds long. The two commercials were produced by Chocolate Films, Zurich. They were directed by Benjamin Kempf, "a young talent who shows a lot of promise", according to Thomas Harbeke.
The campaign can be seen from August on SF DRS, TSR, TSI, Sat1, Pro7, RTL and various regional stations in German-speaking Switzerland. There is also a print campaign to accompany the commercials. The agency has developed a wide variety of subjects and ideas, including a semi-trailer truck painted with the Klubschul claim. In contrast to the centrally coordinated spots from Zurich, these advertising activities are organized regionally by the individual club schools.
A brisk man in his mid-thirties comes out of an office building with a spring in his step. He makes his way to his car and quickly moves it from a normal parking space for employees to the parking space reserved for the management. Then he returns to his workplace, satisfied. Obviously the man has just been promoted. The Migros club school logo and the new claim "More success" tell the audience why.
Club schools with a new communication strategy
With this TV commercial, the advertising agency Weber Harbeke is currently drawing attention to the fact that the Migros Club School is playing an increasingly important role not only in the leisure sector, but also in continuing professional development.
With over 50 training centers, Migros Club School is the largest adult education institute in Switzerland. It offers a very high level of quality both in the leisure sector and in vocational education and training. According to its own information, the success rate of its course participants in external diploma examinations is regularly above the national average. In summer 2001, Migros Club Schools became the first adult education institution in Switzerland to be awarded the eduQua certificate.
"These and other facts are little known and contradict the still widespread image of the club school as a leisure-oriented school," say Thomas Harbeke and Max Weber, summarizing the starting point for the new commercials. Their agency, which has been advertising for Migros Club Schools for some time, has developed a new communication strategy that is also intended to appeal to a career-oriented clientele.
The Migros Club School for private and professional success: for the advertisers, this meant a brand with the two thematic worlds of leisure and career. The two CDs saw the success enjoyed thanks to the club school as the unifying element. The agency dramatized this factor in two TV commercials, both of which tell a simple but surprising success story from everyday life.
Success comes with bush sounds from Down Under
While the symbol for this success in the professional field was a promotion to the management parking lot, a more general recognition was chosen in the leisure sector. This commercial shows a young man sitting on the floor of an old apartment playing a didgeridoo. He finishes his music on the blowpipe. But suddenly his neighbors complain about this by banging on the door and calling him. Pleasantly surprised by the popularity of his art, the man starts playing again. The knocking stops immediately. The logo and claim at the end say where and why he learned to play so well: "Club school. More success."
"Parking lot" is 20 seconds long, "Didgeridoo" is 25 seconds long. The two commercials were produced by Chocolate Films, Zurich. They were directed by Benjamin Kempf, "a young talent who shows a lot of promise", according to Thomas Harbeke.
The campaign can be seen from August on SF DRS, TSR, TSI, Sat1, Pro7, RTL and various regional stations in German-speaking Switzerland. There is also a print campaign to accompany the commercials. The agency has developed a wide variety of subjects and ideas, including a semi-trailer truck painted with the Klubschul claim. In contrast to the centrally coordinated spots from Zurich, these advertising activities are organized regionally by the individual club schools.
