Ochsner Shoes is strengthening its position as a leading Swiss shoe retailer with the reopening of its modernized flagship store on Zurich's Bahnhofplatz. The new store concept combines open, light-flooded rooms with natural wooden elements and perfectly showcases the high-quality products with a well thought-out product presentation. Interactive screens and Bita Touch technology ensure a seamless connection between bricks-and-mortar retail and online shopping, offering customers maximum flexibility.

Combination of brand presence and local design

The branding of the store has been carefully aligned with the brand values of Ochsner Shoes and clearly emphasizes the quality and variety of the product range. Well-known fashion and sports brands such as Adidas, Nike, New Balance and the own brand Varese offer customers a wide selection for different needs. The store stands for modern shopping with a clear focus on brand identity and the shopping experience.

"We have taken the shopping experience at Ochsner Shoes to the next level with our new store concept," says Claude Bucher, CEO of Ochsner Shoes AG. "By dovetailing stationary and digital retail, we can respond even better to the wishes of our customers and offer a brand-strong, inspiring shopping experience."

In addition to the innovative store design, Ochsner Shoes attaches great importance to local collaborations. Together with Zurich artist Yael Anders and the STF Swiss Textile College, the company demonstrates that it not only focuses on international brands, but also on creative young talent and Swiss design. The promotion of young designers in particular is part of the strategic brand management - one talent whose design was selected will see his sneaker designs in the spring/summer 2025 collection.

Every month, new shoes and brands are highlighted online and in the Ochsner Shoes stores. With an always-on approach, the Flin agency also publicizes these offers in the "digital shop window".

"The aim of the campaigns is to make the POS measures visible to the masses via programmatic and social media ads," explains Flurina Klarer, responsible for programmatic advertising at Flin. The aim is to ensure that potential customers always choose Ochsner Shoes as their preferred retailer the next time they buy shoes.

Goal: Promote the wide range of products

"Whether sneakers or summer shoes - many Swiss people are not aware of the variety of stylish and fashionable shoes on offer at Ochsner Shoes," explains Caroline Frischknecht, Head of Media Planning at Ochsner Shoes. A stronger focus on awareness campaigns in the digital space should change this.

The creative work behind the advertising material comes from the Zurich agency DD Com. It adapts the POS advertising material into suitable formats for display and social media ads.

Responsible at Ochsner Shoes: Caroline Frischknecht (CRM & Communication), Alice Görg (Content Production). Responsible at Flin: Flavio Dal Din (Project Management), Flurina Klarer (Programmatic Advertising), Joseph Feid (Social Media Advertising), Larissa Krattinger (Tracking & Reporting). Responsible at DD Com: Flurina Morf (Project Manager), Gioia Brucker (Art Director), Sandro Achilles (Head of Digital).

The idea of the client and agency for the new employer branding films for Dosenbach Ochsner & Companies was for employees to speak freely and authentically about the company's values in their working environment. For this to succeed, space, time and calm are needed - especially for people who are inexperienced with cameras.

The realization in Habegger's virtual production studio made all this possible, as Lauschsicht writes in a press release. A quiet backdrop for undisturbed conversations between the director and protagonists. An LED wall that made the backgrounds filmed in the stores look real and more time, as there was no need for conversions and location changes. Filming on several Sundays could also be avoided. To underline the authenticity and transparency of the films, additional making-of films are an integral part of the campaign. They are used for the launch of the new job pages and offer job seekers a second narrative level.

The 17 employer branding films form the heart of the new job pages for the retail brands Ochsner Sport, Ochsner Shoes and Dosenbach as well as the administrative unit Dosenbach Ochsner & Companies. The strategy, concept and design of the job pages were created by the Klar agency (Werbewoche.ch reported). Lauschsicht was responsible for the detailed conception, direction, production and post-production of the films and photos.

Responsible at DOC: Désirée Hasler (Head of Human Resources), Jessica Riesen (Team Leader Employer Branding). Responsible at Lauschsicht: Kevin Blanc (concept, director, photographer), Marius Thut (camera, post-production), Moritz Sieber (2nd unit camera), André Seiler (post-production, music), Muriel Droz (producer), Julia Leu (producer, producing), Daniela Koller (hair & make-up). Employer branding: Clear (strategy, concept and design).

In the first campaign, the models are presented in an artificial set in front of smoky bubbles. AI technology was used to create a unique and futuristic backdrop for the photo shoots. The second campaign features models in volcanic landscapes surrounded by colored smoke. The images are designed to create a surreal and fascinating atmosphere that presents Ochsner Shoes shoes in a completely new light.

He said the use of AI in these campaigns not only expanded Ochsner Shoes' creativity, but also revolutionized the way visual content is created. "These projects show how technology and creativity can go hand in hand," said Claude Bucher, CEO of Ochsner Shoes.

Ochsner Shoes' new AI-generated campaigns will be presented on various platforms, including social media, and in Ochsner Shoes stores in the coming weeks.

In a first step, Ochsner Shoes expands the range with espadrilles, mules, flip flops and caps, which are made of sustainable and recycled materials and produced in Spain. In the fall, the collection will be complemented by a selection of different Nikin sneakers. To celebrate the campaign, an event will take place on Saturday at the Ochsner Shoes store in Aarau, with founder Nicholas Hänny in attendance.

The campaign for Ochsner Shoes was planned and implemented together with the Swiss full-service agency for influencer and digital influence marketing Kingfluencers. Ochsner Shoes is the number 1 in Switzerland in value shoe retail. The TV spot stars the two Influencers Whitney Toyloy and Alison Liaudat. The novel form of advertising ran for the first time on SRF zwei in July.

After only one week with 26 spot broadcasts, the campaign was seen by over 1 million viewers in German-speaking Switzerland. The goals of Ochsner Shoes were successfully achieved: positioning the brand among the young target group and increasing awareness of the Ochsner Shoes brand. In addition, the campaign generated many positive reactions among customers. Lorena Campa, Content & Social Media Manager at Ochsner Shoes, is very pleased with the result: "We are very happy with the new form of advertising and have a new tool that perfectly combines the two media of TV and social media.

Yoeri Callebaut, Co-CEO & Chief Growth & Marketing Oficer of Kingfluencers, is also pleased with the goals achieved: "The essence of what makes Influencer Marketing so efective, namely proximity, authenticity and relatability was combined with the powerful medium of television for the first time with this premiere. By cost-effectively boosting KPIs, the Influencer spot can be seen as an innovative performance marketing tool that maximizes the ROI of any campaign and takes Influencer Marketing to a completely new level."

Advertising form for young target group

After Ochsner Shoes, other advertisers can now also profit from the unbeatable reach and high credibility of the medium of television in combination with Influencer Marketing. Campaigns are possible with existing video content from the most popular social media channels such as Facebook, Instagram, TikTok and Co. In Switzerland, the Influencer TV spot can be booked exclusively on all channels in the Admeira portfolio and via Kingfluencers.

The Influencer spot makes it even easier to get in touch with the young target group. This is because they are not only active on Instagram, TikTok, etc. They also watch a lot of TV and for a long time. 15- to 29-year-olds in Switzerland spend around 108 minutes a day in front of the TV set.

Simple implementation

The Influencer spot consists of up to three 15-second short videos in the style of high-format social media content pieces, which are prepared as TV commercials. The video content can be adopted 1:1 from the brand's existing Influencer campaigns, so that added value is generated cost-effectively by reusing the content. The Influencer spot can be placed in the regular advertising blocks on the TV stations in the Admeira portfolio. In addition, there is the option of booking a first or last placement to generate even more attention for the campaign.

"The campaign with Ochsner Shoes was a great success. The combination of Influencer components with the power of a TV spot exceeded our expectations in terms of impact. This newly created format is a real innovation in the TV advertising environment," says Frank Zelger, CEO of TV marketer Admeira, delighted with the premiere.