Walker: Thanks to Rega, life is more than just a game of chance
The Walker advertising agency shows that being rescued by Rega is 15,000 times more likely than winning the lottery jackpot. With this strategic approach—derived from in-depth analyses—the agency was able to secure Rega’s budget following an evaluation and the subsequent strategy presentation.
The Walker advertising agency shows that being rescued by Rega is 15,000 times more likely than winning the lottery jackpot.The figures are surprising: there is an 8.25 percent chance that a Swiss man or woman with an average life expectancy of 80 years will need to use the services of the Swiss Air Rescue Service at some point. In concrete terms, this means that one in ten people will owe their life to Rega at some point. With this strategic approach—derived from in-depth analyses—the Walker advertising agency was able to win Rega’s account following an agency evaluation and the subsequent strategy presentation. According to market research, ’Switzerland’s most popular brand« has 1.8 million supporters. Rega members need not worry—at least financially—in the event of an emergency.
Rega has «a phenomenal number of donors,» says Pius Walker. However, strikingly few donations come from French-speaking Switzerland. People there spend three times less on charitable causes than in the rest of Switzerland. On the other hand, they play the lottery three times as much. «A great angle,» Walker calculated. And he immediately turned the statistic into a slogan: «You’re 15,000 times more likely to need Rega than to hit the jackpot in the lottery. Protect your life—for the price of a lottery ticket.’
This information is dramatized in the truest sense of the word in a film that will premiere this year in French-speaking Switzerland and will be shown throughout the rest of the country in 2008. Filming took place over two days in Malaysia. In this exotic idyll, a young couple is spending their honeymoon. They love and tease each other and, by the pool, dream of spending the rest of their lives in this paradise thanks to a jackpot win. Eventually, however, the banter in the 50-second film escalates into an argument, prompting the young man to take refuge by diving headfirst into the water—and suddenly, the vacation fun turns into a drama.
Using underwater footage straight out of an action movie, Walker shows how the Swiss man sustained serious head injuries when he jumped from the edge of the pool. Bleeding from his ear, he lies dazed underwater. Then everything happens very quickly, until the injured man is flown by Rega to a hospital in Switzerland. «We used a generous amount of screen time for this opening scene,» explains Walker. The dramatic structure is designed to first captivate the audience with the love scene, so that the shock of the accident hits all the harder.
A direct mail piece also plays a central role in this cross-media campaign (see image below). It is distributed to all mailboxes in a gold envelope with no return address. Anyone who opens this enticing piece of mail will find a lottery ticket on which the campaign’s tagline has been scribbled into the little boxes like lottery numbers. The back of the lottery ticket then turns out to be a payment slip, complete with a golden coupon serving as proof of the new membership.
You can find behind-the-scenes photos from the commercial shoot in the latest issue of *Werbewoche*. It will be in your mailbox on Thursday.
Andreas Panzeri
Rega has «a phenomenal number of donors,» says Pius Walker. However, strikingly few donations come from French-speaking Switzerland. People there spend three times less on charitable causes than in the rest of Switzerland. On the other hand, they play the lottery three times as much. «A great angle,» Walker calculated. And he immediately turned the statistic into a slogan: «You’re 15,000 times more likely to need Rega than to hit the jackpot in the lottery. Protect your life—for the price of a lottery ticket.’
This information is dramatized in the truest sense of the word in a film that will premiere this year in French-speaking Switzerland and will be shown throughout the rest of the country in 2008. Filming took place over two days in Malaysia. In this exotic idyll, a young couple is spending their honeymoon. They love and tease each other and, by the pool, dream of spending the rest of their lives in this paradise thanks to a jackpot win. Eventually, however, the banter in the 50-second film escalates into an argument, prompting the young man to take refuge by diving headfirst into the water—and suddenly, the vacation fun turns into a drama.
Using underwater footage straight out of an action movie, Walker shows how the Swiss man sustained serious head injuries when he jumped from the edge of the pool. Bleeding from his ear, he lies dazed underwater. Then everything happens very quickly, until the injured man is flown by Rega to a hospital in Switzerland. «We used a generous amount of screen time for this opening scene,» explains Walker. The dramatic structure is designed to first captivate the audience with the love scene, so that the shock of the accident hits all the harder.
A direct mail piece also plays a central role in this cross-media campaign (see image below). It is distributed to all mailboxes in a gold envelope with no return address. Anyone who opens this enticing piece of mail will find a lottery ticket on which the campaign’s tagline has been scribbled into the little boxes like lottery numbers. The back of the lottery ticket then turns out to be a payment slip, complete with a golden coupon serving as proof of the new membership.
You can find behind-the-scenes photos from the commercial shoot in the latest issue of *Werbewoche*. It will be in your mailbox on Thursday.
Andreas Panzeri
