The campaign stages the arrival of the Christmas Spirit and his work in the individual departments. The figure, consisting of gift ribbons and wishes, transforms Globus into the "Home of Wishes" and provides a narrative guide through the curated range. In this way, visitors discover their own personal Christmas miracle.
Also with the Globus Magazine the Christmas Spirit has its fingers in the pie. Here, the Christmas feeling that has become a bow presents the most exciting gift ideas page by page - from bubbly champagne recommendations to sumptuously cozy cashmere and delightful decorative pieces.
"Christmas is the most crucial time of the year for our business. We are therefore all the more pleased with a campaign that not only conveys the magical Christmas feeling, but also generates attention through its different approach and provides plenty of inspiration for gift-giving," says Annika Kumar, Head of Marketing at Globus.
The broad-based Christmas campaign is taking place at all local locations, with the magazine and an exclusive mailing at the target group's homes and digitally throughout Switzerland via the online store, display ads and social media. The campaign has been running since the beginning of November.
Responsible at Globus: Annika Kumar, Niels Humpert, Nadja Erhart, Carolina Jiménez, Laura De Cataldo. Responsible with Mona and Mateo: Hannah Mey, Sheena Czorniczek, Misel Gavran, Nicola Peter, Tabea Ott, Lesley Ryffel, Mathias Wey, Meret Lauener, Mona Fluri, Mateo Sacchetti. Responsible at Hillton (production company): David Bertschinger Karg, Billy Bains. Director & CG Artist: Pascal Schelbli. Ai Division Keyvisuals: Yasmin Gross.
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Globus is turning fall into a time of discovery - right on its own doorstep. The new campaign by creative agency MONA UND MATEO places the Swiss department store's local roots at the heart of its communication and takes its customers to exciting places. These were lovingly curated in cooperation with over 90 partners and captured in seven unique city guides. The campaign motto "Happy here" is the program and shows the way to the most beautiful experiences in the Swiss cities where Globus is at home.
"This fall campaign is fun for everyone who is always on the lookout for new things and new stories. It invites you to discover something special and shows that a visit to Globus is the best place to start," says Annika Kumar, Head of Marketing at Globus.
The high-quality printed cards are available free of charge to all Globus customers at all locations. A variety of other motifs are also being used at the PoS, on digital out-of-home and as display ads and on social media. The campaign has been running since September 12.
Responsible at Globus: Nadja Erhart, Niels Humpert, Annika Kumar, Laura De Cataldo. Responsible with Mona and Mateo: Hannah Mey, Boris Stoll, Sheena Czorniczek, Luc Sohm, Nicola Peter, Elodie Märki, Tabea Ott, Otis Horiuchi, Meret Lauener, Mona Fluri and Mateo Sacchetti. Illustration: Karlotta Freier, Motion Design: Maria Gysi
The campaign slogan «Win the summer» is meant to convey that, thanks to Globus’s exquisite selection, every moment of the most beautiful season becomes a golden favorite.
This diverse product range is also reflected in the visual presentation. Each of the seven Globus departments has its own flag. These flags are displayed in person at all Globus locations, as well as on posters and in digital advertisements across a wide variety of channels.
«Together with Mona and Mateo, we’ve launched a high-quality, playful summer campaign that both delights and drives sales,» said Nadja Erhart, Director of Marketing at Globus.
The campaign has been running since the end of May.
Person in charge at GLOBUS: Nadja Erhart, Niels Humpert, Annika Kumar, Laura De Cataldo. Responsible with Mona and Mateo: Sheena Czorniczek, Luc Sohm, Nicola Peter, Hannah Mey, Tabea Ott, Lesley Ryffel, Meret Lauener, Mona Fluri, and Mateo Sacchetti. Motion Design: Maria Gysi.
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A simple animation idea should make you want to enter the Globus world: The Globus logo becomes an opening door behind which, in short sequences, a wide variety of products from the different worlds can be discovered. The advantage of this modular and flexible mechanism: The products can be programmatically put together for the most diverse target groups, determined by age, gender, preferences and purchasing power.
Video ads, dynamic display ads and social media placements were used. Only large-format placements were used to give the messages plenty of space. Converto Dynamics is one of five advertising solutions that Converto develops and provides for its customers, in addition to Augmented, Cookieless, Crossmedia and Reach. It includes dynamic advertising for various formats of display ads for all devices and also DOOH and also dynamic video ads where content can be exchanged into dynamic.
According to Converto, the campaign achieved a visibility of over 80% in the target group and an equally high view-through rate for the video ads. In addition, high click-through rates of up to 4.5% were achieved, even though there was no call-to-action in the advertising material.
Responsible at Globus: Madeleine Hermle (Director Marketing Communication), Melanie Pauli (Marketing Specialist Partner Business & Brands). Responsible at Bodin.consulting: Frank Bodin. Responsible at Converto: Kim Engels (CEO Converto).
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The first top brands have already been included in the marketplace model. Over the course of the coming months, the range is to be expanded to globus.ch will be constantly expanded to include further premium and luxury brands. Customers can thus choose from a significantly broader and also more exclusive product range. The new platform was completely integrated into the existing online store at globus.ch. Customers can already order almost the entire Globus product range online at globus.ch.
With the new marketplace solution, Globus wants to take another important strategic step in its expansion as a leading Swiss online and offline provider in the premium and luxury segment. From favorite pieces of hip brands to elegant jewelry, beauty products and decorative accessories for the home, but also the right wine for an occasion, everything is to be ordered conveniently online via globus.ch, even products that are not available stationary.
The partners include renowned brands "that fit the Globus positioning and meet Globus' high quality standards," the company says. With this assortment expansion, Globus aims to bring together a variety of popular premium and luxury brands on a single platform.
Synergies at Group level
Globus is also leveraging synergies at Group level in the process. In addition, Globus intends to harmonize its offline business even more closely with the online market and drive forward digitization.
Globus will remain the contractual partner and point of contact for its customers. They can continue to count on the Globus service. Only shipping is handled directly by the partners, free of charge for orders over 150 Swiss francs. Returns are also free of charge.
Rafael Schenker, Head of E-Commerce at Globus, says: "The Globus world is inspiring and elegant. Anyone who visits our stores with over 2,000 brands experiences a touch of luxury and always finds surprising and exciting new things. With the new platform, we are expanding our offering and providing our customers with real added value, convenience, fast deliveries and first-class service."
The (marketplace) offer on globus.ch is now continuously supplemented with new top brands and luxury brands.
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Before joining the department store chain, which took on a new owner in the spring, Palek was responsible for communications at the Swiss hosiery brand Fogal. Before that, she worked as a journalist, for example at the NZZ on Sunday, at Bolero and Annabelle. "I'm thrilled to be back as a journalist and especially at Monocle. I will enjoy bringing my passion for relevant stories and aesthetics to this position," Palek said.
With Monocle and its sister agency Winkreative sets Monocle-Zurich is ideally located between Paris, Milan and Munich, and the last few months have shown that the DACH market in particular will recover more quickly. Over the last few months Monocle invested heavily in new products, including launching a new digital offering, the company nevertheless remains committed to print: "We continue to believe that there is a market for quality media, and we are investing in print. The feedback from our readership and our advertising customers has proven us right in recent months."
The focus of the opulent Christmas offensive for German- and French-speaking Switzerland is the lavishly staged variety of products offered by the online shop Globus.ch. The first spots will go on air on November 9. In addition to TV, cinema and digital OoH, all online and social media will also be covered.
Reto Waidacher, CMO of Magazine zum Globus, explains: "Of course we want to emotionalize, but also activate, especially at Christmas. We achieve this by awakening the longing for a magical holiday and interpreting it in a contemporary way for digital formats as well." In the spot, this is achieved through elaborate CGI worlds produced by Studio Liga 01 under the direction of Icelander Thor Saevarsson.
Thomas Knüwer, the responsible creative director at Kolle Rebbe, explains the visual claim: "Our goal was to combine the premium world of Globus with the magic of Christmas. In other words, what would it look like if Coco Chanel and Harry Potter celebrated Christmas together?" The aim of this and future campaigns is to create more awareness and greater attention for Globus' online store. The Christmas campaign is therefore underpinned by a high media investment, which Carat Switzerland is responsible for planning.
Responsible at Globus: Reto Waidacher (CMO), Andreas Hink (CDO), Madeleine Hermle (Head of Marketing Communications), Lisa Bosslet (PL). Responsible at Kolle Rebbe: Thomas Knüwer (ECD), Jan Vierig (ground management consulting), Martin Strobel (art), Christoph Schönbäck (text), Daniela Pöhnl (strategy), Christopher Tychsen (producer), André Martens (team management consulting), Olga Baiz (consulting). Responsible at Liga 01 Computerfilm: Thor Saevarsson (Director), Baldur Eythorsson (DOP), Florian Bruchhäuser (Lead Artist), Jens Monske (Executive Producer) and Rainer Spix (Associate Exec. Producer).
Globus' main aim is to generate more awareness and greater attention for the Globus online store and the cross-channel offering in its department stores in order to achieve its ambitious sales and growth targets, according to a statement.
Like the entire market, Globus is also in the process of digital transformation. In 2017, the company took a big step forward: The 40 stores in all major Swiss cities and the Globus.ch online store generated net sales of CHF 857 million in the 2017 financial year. The online store's share of sales increased by 163 percent.
Reto Waidacher, CMO of Magazine zum Globus, explains the communicative challenges: "Globus is known for its unique worlds of inspiration with exclusive products, sensual shopping experiences and excellent service. For the communication, we were looking for an agency partner who has proven how great brands can also be managed digitally and develop a strong emotional power. After an agency screening, Kolle Rebbe convinced us here strategically and creatively."
"Globus already uses the advantages of the respective sales channels for a holistic brand experience. To further develop the brand here in terms of communication is a great task for us," says Andreas Winter-Buerke, GF Consulting at Kolle Rebbe.
The new campaign will be launched with a high media investment at the beginning of the Christmas shopping season.
"Globus is one of the most traditional and renowned brands in Switzerland and has repeatedly set standards in upscale retail. I would like to build on this and am looking forward to it tremendously," says Frei about his new task. "The challenges in retail are great, but I am convinced that the potential is far from exhausted despite tougher competitive conditions. It is precisely in the shopping experience that a department store like Globus can distinguish itself and differentiate itself from online shopping," Frei continues.
Marc Engelhard, CMO/Deputy CEO of Globus says: "Lukas Frei has developed numerous innovative and iconic campaigns and brings a profound understanding of brand management thanks to his many years with the most renowned agencies. We are delighted to be working with him to further develop the Globus brand."
Lukas Frei has been Managing Director Creation at Scholz & Friends Switzerland for the last four and a half years. Before that, he worked for around ten years at Jung von Matt/Limmat, first as Art Director and later as Creative Director and member of the Executive Board. He is a long-standing member of the Art Directors Club Switzerland and teaches at the Ad School, where he also serves on the school board. Many of his works won national and international creative and efficiency awards.
During Advent, the main facades of the two Globus buildings in Geneva and Zurich Bahnhofstrasse shine with a huge light installation on the theme of "Swiss Christmas", complementing the city's Christmas illuminations. In close cooperation with Hauser & Partner, the agency for three-dimensional communication from Dübendorf, the largest animated LED façade lighting of this kind in Switzerland was created.
More than 11,000 globes were installed especially for Globus for the Christmas light displays on the 500 square meter light curtains. Each individual LED ball of the animated light show can be controlled individually.
The animations on the facades are a stylish addition to the Christmas lighting and contribute to the fascinating atmosphere in the cities of Geneva and Zurich.
Responsible at Globus: Marc Engelhard (overall responsibility), Sven Jasper (project management), Anita Lussmann-Aragao (art direction), Roger Buess (construction management), Marcela Palek (media office), Daniel Kunz (managing director Globus Zurich), Nadim Dziri (managing director Globus Geneva). Responsible at Hauser & Partner: Suzana Jotovic (overall responsibility), Tobias Venzin (project management), Sandra Neff (art direction), Richard Hänni (operations director), David Holton (engineering), Karin Lüthi (production planning), André Bär, Peter Bollinger, Marcel Ribbe, Frank Sutter (production team).
The head of marketing communications at the Federation of Migros Cooperatives (MGB) is moving to the Globus magazine management team and will also become deputy to the new CEO Thomas Herbert, according to a statement on Monday.
The management of Magazine zum Globus has decided to restructure the Group headquarters in Spreitenbach and to cut around 60 of the total of 400 full-time positions. The measure is related to the difficult economic environment in the non-food retail sector. A "generously designed social plan" is to be applied. Wherever possible, the job cuts will be made through natural attrition and early retirements. Nevertheless, there will probably be around 40 redundancies, according to the statement. Those affected will be offered continued employment within the Migros Group wherever possible.
In addition, a comprehensive efficiency enhancement program is being implemented as part of the planned restructuring, with the aim of increasing earnings and reducing costs. As part of this program, among other things, digitization will be systematically driven forward, the product range optimized, and customer service further strengthened through targeted investments in the training of sales personnel.
]]>In December, Tages-Anzeiger Online published its first so-called long-form article, an elaborately laid-out story with multimedia functionality on the topic of "What will 2014 bring? In major interviews with Leon de Winter, Corine Mauch and Simon Ammann, the Tages-Anzeiger shed light on the year ahead. Further long-form articles were successfully published on the city council elections and the Olympic Games in Sotchi.
Now the long-form format is being used commercially for the first time. In collaboration with Globus, Tages-Anzeiger has taken the content of the print supplement for the opening of the new men's department at Globus Bahnhofstrasse Online and prepared the content for web and mobile. At Globe.tagesanzeiger.ch the long-form story can be accessed over the next two weeks. A reference in the print supplement and a QR code draw attention to the content on the web. At Tagesanzeiger.ch will be linked to the exclusive Globus Long Form story for two weeks with billboards and mobile teasers.
