Luzerner Kantonalbank (LUKB) is launching two online platforms: one for crowdfunding and one for crowd voting. On the first, users can finance innovative projects; on the second, they can predict stock developments - and thus beat the investment professionals in the crowd.
How do you get Lucerne residents to join these two exciting projects? Quite simply, by arousing their curiosity with the help of attractive advertising. The Zurich agency Pinkup succeeds in doing this by giving the busy parking garage lifts of the LUKB headquarters an eye-catching exterior and interior design in the look of the two portals. The lift doors are each printed with a teaser - in the cabins, the resolution takes place. QR codes take smartphone owners directly to the respective portal.
Responsible at Pinkup: Nicole Chervet (CD); Marcel Schillhahn (AD); Jevgenia Babuskina (graphics); Celina Harisberger (consulting).
These were distributed to 350,000 mailboxes of potential club members. On offer: the most advantageous subscription in Switzerland.
In TCS member recruitment, the focus is usually on roadside assistance and club benefits, and the Touring magazine is a nice-to-have. In the combined mailing, the communication was reversed for once: anyone who subscribes to the magazine for a year receives the TCS Patrol breakdown service as a generous bonus. A calculation that paid off. The response to the advertising measure was gratifying, according to the press release.
Responsible at TCS: Patricia Gyger (Marketing Project Manager). Responsible at Pinkup: Nicole Chervet (CD), Jeva Babuskina (graphics), Jeanine Jost (consulting)
In the parking garage of the Luzerner Kantonalbank, elevator doors were quickly converted into apartment doors. The elevator doors on several parking garage floors were covered with target group-specific entrance portals - and fitted with the matching floor mat adhesive. When you enter the elevator, windows open to the outside - just like in a real apartment. This eye-catcher catches the eye of elevator users and ensures that the following message sticks: Anyone looking for a new apartment or house has the best prospects on Newhome.ch.
Responsible at Luzerner Kantonalbank: Peter Bauer (Head of Marketing). Responsible at Pinkup: Nicole Chervet (CD), Vitali Tcherednitchenko (AD), Jevgenia Babuskina (graphics), Celina Harisberger (consulting).
TCS patrollers are experts in their field. At the same time, in addition to technology, people are always at the center of their actions. Pinkup communicates this message by presenting the TCS patroller as a gentleman.
The TCS patroller is quickly on the scene even in the furthest corner of Switzerland with one call - and cares not only about the vehicle, but also about the people. This message was communicated by posters - on remote roads where rapid assistance in the event of a breakdown is particularly welcome. The key visual told a story that was intended to convey the TCS brand values of emotional proximity, reliability, and trust.
Furthermore, a mailing was sent to 300,000 potential TCS new members. Recipients who opted for TCS membership received a warming cell phone cover as a thank-you gift.
Responsible at TCS: Patricia Gyger (Marketing Project Manager), Stefanie Thüler (Marketing Project Manager). Responsible at Pinkup: Nicole Chervet (CD), Vitali Tcherednitchenko (AD), Martina Käppeli (consulting), Mirko Ries (photography), Thomas Siegfried (text), Michèle Krüsi (graphics/image editing), Celina Harisberger (assistance).
If you prepare well for a trip, you are always prepared for minor injuries: TCS sends out a red folder in travel pharmacy look as the main mailing. It is printed with a practical precautionary checklist and contains a product brochure. Just as important as the first-aid kit is the TCS ETI protection letter. It protects you in the event of major or minor incidents such as illness, accidents, breakdowns, etc., and at the same time gives you a piece of home in your luggage. This is because the assistance provided to TCS ETI Schutzbrief holders is always in accordance with Swiss quality standards - a reassuring message. This message is conveyed by Swiss-look sticking plasters. They are the eye-catcher in the key visual, which is used both for the main mailing and for the pre-announcement self-mailer. And because TCS likes to offer its members added value, the Swiss cross sticking plasters can be ordered as a set.
Responsible at TCS: Marius Fink (Marketing Project Manager). Responsible at Pinkup: Nicole Chervet (CD/text), Vital.i Tcherednitchenko (AD), Daniela Bohli (consulting), Michèle Krüsi (graphics)
Many people dream of having their own presence on a magazine cover. Saisonküche, Migros' culinary magazine, fulfilled this wish. Trial copies of the April issue were sent out nationwide with a second, "fake" cover featuring the first name of the addressee prominently in the lettering. "Saisonküche" became "Heidisküche": total personalization! The recipients were surprised, flattered and amused when they took their highly personalized magazine out of the letterbox. Especially as they were addressed by name several times both on the cover page and throughout the rest of the four-page advertisement. The best prerequisite for generating subscription orders.
Responsible for seasonal cuisine: Carina Schmidt (Head of Reader Marketing and Subscription Service), Nadine Voss (Marketing Manager Reader Marketing). Responsible at Pinkup Dialogmarketing: Nicole Chervet (CD/text), Vitali Tcherednitchenko (AD), Jevgenia Babuskina (graphics), Martina Käppeli (consulting).
The combined image and direct response campaign can be seen until the end of 2014 with different subjects, the agency wrote in a press release on Friday.
Responsible for seasonal cuisine: Carina Schmidt (Head of Reader Marketing and Subscription Service), Nadine Voss (Marketing Manager Reader Marketing). Responsible at Pinkup: Nicole Chervet (CD), Vitali Tcherednitchenko (AD), Martina Käppeli (consulting), Celina Harisberger (assistance).
