The Grand Casino Baden slogan "Baden im Glück" is familiar to many, which is why it was reused for the current campaign featuring rapper Stress. Everything else, however, comes in a new guise - and will be played over several months.
Among other things, the agency Monami has initiated a TV spot with the Lausanne rapper, in which the duct "bathing in happiness" is taken quite literally: The word acrobat dreams of his night at the casino in a villa pool between gambling chips.
In addition to various visuals, short clips and social media pieces, Stress will also host several events as part of the collaboration with the Grand Casino Baden. For example, there will be a showcase, a talk show or even a charity poker tournament with the rapper.
The occasion for the large-scale campaign is, among other things, Stress' 20th stage anniversary, which will culminate in an MTV Unplugged in 2023. The event will soon be broadcast on SRF, and will also appear on the market as an album. The accompanying tour, meanwhile, will start in early 2024.
Responsible at Monami: Tim Schaerer (project lead), Kim Krieg (project lead), Lars Näpflin (production lead), Raphael Föhn (production), Luis Balzer (production), Alexandra Sutter (art direction), Saskia Marty (art direction). Production: Ella Mettler (Photography & Creative Direction), Tobias Stampfli (Gaffer & Assistance), Naomi Bachofen (Runner & Assistance). Responsible stress: Gadget Abc Entertainment.
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The first guests of presenter Maximilian Baumann are Swiss personalities such as Melanie Winiger, Hausi Leutenegger, Bastian Baker, Meta Hildebrand and Arno del Curto. Every week on Thursday, a new edition of "Parlez-vous Plü" goes on air.
Parlez-vous Plü" is recorded in the lounge of the recently redesigned casino restaurant "Plü". The talk show format is available on all popular podcast platforms such as Apple Podcasts, Spotify, Google Podcasts or Audible in the audio edition, on youtube and vimeo also as a video podcast.
Lounge conversations in a tidy atmosphere
For Beat Lehmann, Head of Brands at Grand Casino Baden, the new format is a good opportunity to further raise the profile of the Plü and develop it into an independent brand of Grand Casino Baden: "For years, we have been pursuing the strategy of offering an attractive entertainment package as a 'House of Entertainment' over and above the classic casino offering. In addition to 'Club Joy', this also includes Plü, which was able to snag 13 points in the Gault Millau when it was first mentioned. The podcast will help to ensure that the Plü is perceived by an even wider circle," says Lehmann.
Baumann moderates
With Maximilian Baumann, the Grand Casino Baden was able to win over a competent host for the podcast. Baumann, now a restaurateur himself, has made a name for himself over many years as a presenter and interviewer. "Parlez-vous Plü is the result of a collaboration in which the Grand Casino Baden placed the greatest trust in me," says Baumann about the first season. "This podcast works entirely without sensationalism. What we hear are honest conversations between two people who know each other personally."
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On the new Music Channel The radio station will offer sound from the areas of lounge music, nu-jazz, chill-out, nu-soul, deep house and "sophisticated pop music," according to a statement. In addition, "My105 Jackpots Radio" provides the basis for further planned online and offline activities and events.
In July 2019, the Grand Casino Baden launched the online casino Jackpots.ch (Werbewoche.ch reported). "Through this unique 360-degree cooperation with My105, we can build an ideal bridge between our analog and digital offerings in a very emotional way and create a great brand experience," explains Beat Lehmann, Head of Marketing at Grand Casino Baden.
"When designing the sound for Jackpots Radio, we imagined what music someone would want to hear when entering the Grand Casino Baden or during an online game on Jackpots.ch," adds 105 boss Giuseppe Scaglione. "It was also important to us not to develop a "more of the same" channel, but to offer My105 users an additional world of music."
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Loeb operates three department stores and several stores in the canton of Bern. A major relaunch of the website and the e-commerce store is planned for the fall. Ads&Figures was commissioned to optimize this digital information and sales platform in the area of SEO, so that the pages rank better in Google searches.
For Zebrabox, the Swiss market leader in the field of self storage, Ads&Figures created a tracking concept with a corresponding setup, which enables all relevant key figures to be measured and evaluated in a targeted manner.
The new customer Grand Casino Baden, operator of the first Swiss online casino Jackpots.ch, engaged Ads&Figures for support on the way to a digital "House of Entertainment". First fields of action are attribution and data ownership.
Since the new Gambling Act came into force, only online casinos licensed in Switzerland have been allowed to operate. Grand Casino Baden acquired one of the four coveted licenses and is the first Swiss online casino to go live with Jackpots.ch. The launch campaign starts this week. The focus is on "Jack Pots", Switzerland's lucky charm, and his buddy "Lucky", the piglet.
A combination of animation and illustration as well as a real world was chosen for the realization, which bridges the gap between real gaming fun and a digital environment.
Fastr is responsible for the naming, claim, character, positioning and communication concept. The campaign starts with a TV campaign and can then be seen on various online and offline channels.
Overall responsibility: Stadtcasino Baden. Responsibility for conception and realization: Fastr. Film productionWho's mcqueen picture. DirectionJyri Pasanen. Photography and image editingRosenberger Photography. Illustration Jack PotsAdam Miklasz.
Photographed by Swiss star photographer H.P. Schneider, two friendly couples spend a cheerful and relaxed evening at the casino. And take advantage of all the amenities there: Gambling, gastronomy and entertainment. For the new campaign, all advertising materials were produced for off- and online use, including moving images.
In 2006, the Swiss Fairness Commission (SLK) reprimanded a casino campaign in which a scantily clad woman lolls on an inflatable dolphin - alluding to the claim "Bathing in happiness" (Werbewoche.ch reported). SLK intervened because there was no natural connection between the advertised product and the female body - and called the campaign sexist and derogatory.
As a result of the reprimand, the Grand Casino Baden subsequently dispensed with the subject. At least in public. The posters in question were distributed to the casino's adult visitors as part of a promotional campaign so that they could be hung up in private (Werbewoche.ch reported). As was the case for the entire campaign, the Weber Harbeke agency was also responsible for this campaign.
The following campaigns were also controversial and provoked accusations of sexism. Even without the dolphin, the subjects were always revealing. In 2008, there were not only plunging necklines, but also male six-packs on display (Werbewoche.ch reported):
Also the Poster campaign launched in 2012 with Swiss model Sira Topic caused a stir - and complaints to the Fairness Commission.
This time, however, the SLK's rebuke failed to materialize. If lightly dressed ladies advertised the gaming, entertainment, restaurant and bar offerings of a casino, this was not gender discriminatory, according to the SLK's ruling (Werbewoche.ch reported). This is because the average consumer nowadays no longer expects only prize games in a casino and is also aware that singers and barmaids can be rather lightly dressed there. The objectionable subjects would therefore indicate how the advertised services are actually provided.
From the point of view of the SLK, the perception of the average consumer is therefore decisive. This should not include Andrea Arezina, a member of Baden's municipal council, who in the past was involved in the Juso and with Solidar Suisse was responsible for campaign work. As the newspaper Schweiz am Sonntag writes in its current issue, the SP politician is bothered by the posters in the city of Baden. According to Arezina, these are sexist and fit in with the general trend of portraying women in advertising as products and thus degrading them. Her indignation now goes so far that she wants to take political action against the posters. The casino is 51 percent owned by the city of Baden, which is represented on the board of directors by Deputy Mayor Markus Schneider. In a question to the city council, Arezina is now indirectly asking Schneider to speak out against sexist advertising in the board of directors - which, by the way, consists exclusively of men.
Casino boss Detlef Brose comes to the defense of the campaign in an interview with Schweiz am Sonntag and rejects the sexism accusations. The clothing of the internationally known model is a reference to the 1920s and burlesque. This refers to the entertainment offer of the casino. A withdrawal of the campaign is not up for discussion, since neither the SLK, nor the casino management recognizes an inappropriate representation of sexuality or even gender discrimination. The SLK, in turn, points out, however, that it is merely making recommendations to the industry and that it is not a precedent for whether advertising will be fought by political means. Arezina's request is therefore not off the table, but will be dealt with in the residents' council meeting on September 1, 2015.
Incidentally, the fact that political action is being taken against the Baden casino's advertising is nothing new. In response to the 2006 campaign described above, the Grand Council, and in particular a motion by EVP Grand Councilor Lilian Studer, demanded that oversexualized and sexist advertising be banned from public spaces. However, the government rejected the requested law because it considered the necessary legal definition of the two terms unrealistic (Werbewoche.ch reported). The Aargau government supported the principle of self-regulation by the Fairness Commission and thus followed the Federal Council's line of argument. Pornographic advertising, on the other hand, is prosecuted under criminal law. (hae)
According to the press release, the current poster focuses on the new positioning of the Grand Casino Baden as a House of Entertainment and shows what to expect during a visit: from "Grand Gambling" to "Grand Cocktail" and "Grand Cuisine" to "Grand Entertainment".
The new face of the campaign is the Swiss model Sira T., who can also be seen in the film "Das Missen Massaker" by Michael Steiner. As with the previous campaigns, the photos were taken by Hanspeter Schneider, an internationally renowned photographer with Swiss roots. The four subjects can be seen on posters in the Aargau and Zurich regions from October 29, 2012.
Responsible at Grand Casino Baden: Detlef Brose, CEO; Anja Mugil, Beat Lehmann, Marketing. Responsible at Weber Harbeke Partners: Max Weber, Thomas Harbeke (CD); Giovanni Pucci, Diana Portmann (consulting); Christian Sidow (text); Dieter Kubli (AD); Tobi Harbeke (graphics). Photo: Hanspeter Schneider. Model: Sira T., Fotogen.
Zurich will also have a casino from around 2013. Until then, however, the Grand Casino Baden is the first and closest address for gambling-loving city dwellers. Weber Harbeke Partners has developed a motif to remind the people of Zurich of this fact. A special billboard at the entrance to the main railway station now states that you will have to wait at least another 15 months for a casino in Zurich, but that the Grand Casino Baden is only 15 minutes away.
The motif has been on display at Zurich main station since September 12.
Responsible at Grand Casino Baden: Detlef Brose (CEO), Emanuela Furrer, Beat Lehmann (Marketing). Responsible at Weber Harbeke Partners, Zurich; Max Weber, Thomas Harbeke (CD), Giovanni Pucci, Angela Zgraggen (consulting), Anja Mikula (graphics), Christian Sidow (text).
