A boring review. A boring movie. A boring board game. A boring philosophy class. A boring family dinner. A boring instruction manual. A boring soccer game. There are numerous dull moments in everyday life. As an ambiguous parody of monotonous TV documentaries, Numéro10's campaign aims to impart knowledge that is not always useful, but often soporific.
The campaign follows a full-funnel approach in cooperation with Gamned! and leads the user through the different phases of the conversion funnel. In the OLV, the philosophy of the product "Coffee snack for boring moments" is presented. With a Snapchat Lens can interact with the brand in a playful way. Video content creators such as Kikomedy and Geocadiias were commissioned to appropriate the campaign on Instagram and TikTok.
@kikomedy "Whenever you need a hard nut to crack, So Nuts Coffee will help you. The coffee snack for long-lasting moments." Join us and enjoy a stay at Europa-Park and Rulantica. You can find more information at @sonuts_original #sonutscoffee
@geocadiias Qui a déjà passé un mauvais date ? So Nuts Coffee vous empêchera de bâiller et offre un séjour à Europa-Park et Rulantica. Pour plus d'info rdv sur @So Nuts #sonutscoffee
Users with the highest engagement are retargeted: they receive vouchers with which they can test the product in selected sales outlets.
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The Ragusa chocolate bar was created by Camille Bloch around 80 years ago. In the commercial for the "Ragusa Blond" variety, the chocolate bar aims to entice viewers with its fine taste and a competition. The prize is a vacation apartment in Adelboden-Lenk for a week, including ski pass and ski school. The protagonist of the spot urges viewers not to skip the commercial and to enter the competition.
A game with perspectives around the chocolate bar in its original form from 1942 should ensure more attention for Ragusa Blond and the competition.
The campaign launched in October 2022 and will be played out for five weeks on various online media and on social media. The commercial was developed and implemented by Serviceplan Suisse, produced by McQueen and directed by Jonathan Heyer.
Responsible at Camille Bloch: Fabienne Leuenberger (Head of Marketing), Amélie Elkadiri (Marketing Coordinator). Responsible at Serviceplan Suisse: Günter Zumbach (concept, text), Carina Kienzle, Nadja Tandler (art direction), Kurz Bösinger (motion design), Audrey Isaak, Andrea Staub (consulting), Pam Hügli, Raul Serrat (overall responsibility); Jonathan Heyer (director), Philipp Petersson (executive producer), Joel Scheidegger (line producer).
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With "So Nuts", Camille Bloch launched a snack in 2020, whose launch was accompanied by Serviceplan with the "crazy sensible" activation (Werbewoche.ch reported). Thus, the snack should not only taste crazy good, but also be reasonable at the same time, since it is made from a few, one hundred percent natural ingredients.
This duality is also at the core of the current advertising campaign created by Serviceplan Suisse for the launch of the new "So Nuts Coffee" variety.
In it, everything revolves around characters who have a crazy and a sensible side. A painter who sometimes practices her art in a decidedly wild manner, but sometimes also works in a very calm and concentrated manner. And a traveler who sometimes travels overloaded with luggage, but sometimes also shows himself sensible and takes only what is necessary with him. The crazy sensible characters are illustrated and were animated for the digital advertising material.
The campaign started at the beginning of February 2022 and includes digital ads, social media ads, digital-out-of-home, and point-of-sale measures. In addition, sampling campaigns will be carried out at train stations and universities throughout Switzerland.
Responsible at Chocolats Camille Bloch: Daniel Bloch (CEO), Manfred Stiefel (Director Sales and Marketing), Fabienne Leuenberger (Marketing Manager), Oliver Guenot (Senior Product Manager), Amélie El Kadiri (Marketing Coordination). Responsible at Serviceplan Suisse: Nadja Tandler (art direction), Günter Zumbach (text), Dominic Shota Schweingruber (motion design), Dario Pucci (web design), Sidonie Bauer, Edi Walker, Andrea Staub, Audrey Isaak (consulting), Carmen Anderegg (production management), Barbara Meier, Victor Borel (DTP), Marcin Baba (executive creative direction), Pam Hügli, Raul Serrat (overall responsibility). Florian Zwinge (illustration).
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The Swiss company took legal action to get the rights backheisses. "Fortunately, we have a good trademark lawyer who advised us," says Camille Bloch patron Daniel Bloch in an interview with the Handelszeitung. For the moment, however, Camille Bloch is not active in China. "The right moment has not yet come," says the entrepreneur.
Since 2020, Camille Bloch has been selling nuts covered in chocolate under the brand name "So Nuts". The campaign for this was delivered by Serviceplan Suisse (Werbewoche.ch reported). According to Daniel Bloch, the new brand has the potential to become the third mainstay alongside the well-known Ragusa and Torino chocolate bars. The fourth largest Swiss manufacturer of branded chocolate lost 10 percent of its sales last year. This year, Camille Bloch recovered some of the lost sales. The company has a 5 percent market share in Switzerland. "We are successful on the road," Bloch told the Handelszeitung.
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So Nuts is the new snack from Camille Bloch - available as hazelnuts coated with a fine layer of Ragusa and as almonds coated with Torino. The new snack is the latest chapter in the history of the family business, which was founded in 1929.
So Nuts is positioned as a balanced snack and is intended to appeal to those who eat consciously but do not want to or cannot do without indulgence - and the impulsive desire for chocolate. The campaign motto "Crazy. Sensible" was derived from these opposites, visually dramatized with an illustrated campaign subject.
The individual measures of the launch campaign can be seen at Coop, Coop to go and Coop Pronto from mid-February to the end of April. These include in-store posters and various POS advertising materials as well as advertisements and a landing page. This will be accompanied by a nationwide sampling with 200 promoters, where passers-by can try out the snack.
Responsible at Chocolats Camille BlochDaniel Bloch (CEO); Manfred Stiefel (Director of Sales and Marketing); Fabienne Leuenberger (Marketing Manager); Oliver Guenot (Senior Product Manager). Responsible at Serviceplan SuisseRaul Serrat (Executive Creative Direction); Florian Birkner, Marcin Baba (Creative Direction); Moritz Lüth (Art Direction); Günter Zumbach, Yannick Owen (Text); Dario Pucci (Web Design); Florian Zwinge (Illustration); Sidonie Bauer, Edi Walker (Consulting); Carmen Anderegg (Production Management); Barbara Meier, Victor Borel (DTP); Pam Hügli (Overall Responsibility).
With the launch of Ragusa & Torino Blond in 2014, blond pioneer Camille Bloch managed to inspire Switzerland with a new chocolate category with a caramel-like taste. To rejuvenate the positioning of the two strong brands and playfully introduce the new variety to the target group, the Responsive agency developed a sweepstake that strongly promotes sales in particular.
At the beginning is the price package
The prize package acquired by Responsive acts as a strong eye-catcher in the promotional campaign developed together with By Heart. The package worth 110,000 Swiss francs attracted numerous participants to the sweepstakes page from the very first minutes after going live. Where else can participants win one of three Audis as an instant prize with a code and the correct answer?
Mechanism of the sold
Due to the game mechanism with instant prizes, many consumers will be tempted to play along and thus the penetration of Blond will also be increased. Since one or two new game boards are opened every day, participants can play along again and again throughout the promotional period. In this way, Responsive has also ensured that the sales of the promotional packs are sustainably promoted and that the sweepstake develops into a self-runner after an initial participation. From experience, the individual users will be present on the sweepstakes page and thus in the brand world for one to two hours over the entire promotion period.
Puzzle fever for the whole of Switzerland with the latest technology
Every participant can play in the sweepstakes - directly in the browser without installation and thus also mobile - completely intuitively: Participants must correctly answer the question for each instant prize to be won. Those who are good at matching and have a good eye will be the first to discover the clues to be found in each of the 112 pictures. But before the participants, who all play against each other, see the picture, they have to uncover the tiles.
To do this, consumers will find a code on all "Ragusa & Blond Wins" promotional packs that will give them credits for their virtual account. In doing so, they get to choose which prize they want to use them on to uncover another tile and enter an answer. This also ensures that participants win the prize they really want.
For the raffle Responsive uses the latest technology with Node JS, which allows all active users to always see the same score. This means that when someone reveals a tile, the other participants also see this within a few fractions of a second - without the page having to be reloaded.
Sustainably integrated
Further information on the current picture puzzles will be communicated via the Facebook pages of Ragusa and Torino. In this way, the respective Facebook community is sustainably enlarged. At the same time, a prize database is being set up at Responsive for Camille Bloch. All registered participants can thus be easily reactivated in the future.
A concept that convinces. Since 2003, Responsive has been the first and only agency in Switzerland to focus on highly involving consumer promotions: on-pack with sweepstakes, loyalty programs and games. From conception to implementation, everything is 100 percent Swiss Made, because all benchmarks are completely developed and realized in-house.
Responsible at Camille Bloch: Heinz Reber (Director Marketing and Sales), (Fabienne Leuenberger (Brand Manager), Fabrice Aubert (Community Manager). Responsible for key visuals at By Heart: Erich Brändle (Brand Consultant). Responsible Responsive: Tuan Nguyen and Patrik Marty (both Managing Partners).