When the pandemic broke out, the agency Propaganda, which specializes in below-the-line marketing, set itself the goal of emerging from this challenging phase stronger than before. To this end, several projects were initiated that focused on improving the market presence and customer-facing processes.
As a basis for sharpening the profile, the logo and corporate design were modernized and the name of the company was adapted. Propaganda Zürich AG becomes Propaganda Marketing AG.
The modernized concept manifests itself, among other things, in a new Website. In addition, great emphasis was placed on the clarity of the information and a passionately prepared concern was implemented: propaganda has grown from cultural advertising with posters. On the new website, a gallery has now been created in which a selection of posters from the last two decades is shown and continuously expanded. Those interested will find a retrospective of the Swiss cultural scene there, which should inspire and perhaps also awaken memories. There is also the option of subscribing to a newsletter to receive a new poster every week.
According to Propaganda, the agency's core competence is being able to reach (almost) any target group with suitable marketing measures. The traditional offline offering has now been specifically supplemented with digital services: geo-targeting, smart screens and social media marketing are now also offered.
In further projects, the internal processes in the areas of customer consulting, order processing and market processing were digitized. The systems introduced allow the target segments to be served with more specific information and increase the efficiency and robustness of the processes.
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With the three themes "Music is life.", "Art is life." and "Film is life.", Propaganda draws attention both to the importance of culture and to the gap that the coronavirus pandemic has created in the everyday lives of many.
The temporary ban on cultural events, the closure of all related institutions and the drastic restrictions that are still in place have been and continue to be painful for culture lovers, artists and cultural organizations.
With this campaign, the agency would like to express its solidarity with all those affected. However, it is also intended as a call for everyone to act responsibly. So that culture can soon take its place in society again in all its diversity.
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After earning a bachelor's degree at the University of Bern, Dempster gained experience in the music, event and communications industries in Berlin, Paris and New York before completing a Master of Science in Business Administration, also at the University of Bern.
Lisa Dempster has been with Propaganda for five years, where she has implemented a variety of successful ambient media, guerrilla marketing and engagement marketing projects for cultural and commercial clients as a consultant and project manager and, since 2017, as head of the consulting team.
In the future, her focus will be more on the strategic development of the agency as well as the optimization of operational business processes and the implementation of projects. Marko Culic, Master of Arts in Marketing, Services & Communication Management from the University of St. Gallen and also with Propaganda for five years, has taken over the management of the consulting team as Head of Advisory at the same time.
Loud and surprising, the "Das + fürs Studium" campaign promotes UBS Campus, the free banking package that includes all LEGI benefits. The start-up from eastern Switzerland, LEGI, offers numerous discounts and special conditions for students from the eleven most important Swiss student cities. Those who open UBS Campus receive a five-year LEGI membership worth CHF 99 for free.
The campaign is based on the insight that student life is typically not a financial high-flyer. The formula to save the day is: UBS Campus + LEGI = "The + for your studies". Because with the bank package, students simply get more. More discounts, more freedom and more fun.
The online strategy is based on an awareness layer and a performance layer. The assets differ in both message and look. However, the core element of the campaign is The Campus. A newspaper that offers entertaining added value for students with tips and tricks for studying. From The Campus there are eleven versions. Each is tailored to a different Swiss student city and its offerings and is distributed at the beginning of the semester at the universities and universities of applied sciences.
Incidentally, the registration process for UBS Campus is just as straightforward as the target group. Instead of a boring registration form, a practical chatbot receives interested parties on a Microsite. In this way, registration takes place conveniently in dialog. Flyers, posters and POS measures round off the campaign.
Responsible at UBS Switzerland: Daniel Fischer (Head of Marketing Region Switzerland), Martha Braide (Project Management KAM Personal Banking), Andreas Greil (Head of Marketing KAM Personal Banking), Claudio Haas (Marketing Specialist), Ivan Piccinno (Content Marketing & Dialogue). Responsible at Notch Interactive: Jeff Gerber, Markus Hammer (Creative Direction), Sebastian Krayer (Art Direction), Lara Klopper (Graphics), Judith Maurer, Heike Gross (Copywriting), Marco Klein (Motion Design/Film), Alena Lobataia (Screen Design), Roger Oberholzer (Strategy), Mark Becher (Group Account Director), Angela van der Sman (Account Management), Peter A. van der Touw (Overall Responsibility). Graffiti Art: Patrick Wehrli. Photography: Jos Schmid. Promotion: Propaganda.
During the summer vacations, ifolor launched a special campaign: The result is an oversized book in open format 3.10 x 2.80 meters. Now "The Big Travel Diary of Switzerland" has been sent on a little trip itself and exhibited live in Lausanne, Bern and Zurich as part of a roadshow.
The entire book was created through user-generated content: Under the motto "Switzerland is making a travel diary - and everyone can join in," users were able to upload their best travel photos to a microsite for 30 days and add a comment. The numerous pictures and texts were collected in an online gallery and printed out as a photo book in XXXL format at the end of the campaign. This special book is probably indeed the largest travel diary Switzerland has ever seen. It contains several thousand vacation pictures and matching comments - and it shows how the Swiss spent their vacations in the summer of 2017.
The participants in the campaign and all other interested parties now had the chance to experience the entire work, including their contribution, live for once. As part of a roadshow, "The Great Swiss Travel Diary" was presented in three major Swiss cities. It will then be exhibited at ifolor in Kreuzlingen on Lake Constance.
The entire campaign, including display ads, landing page and social media strategy, was developed by Notch Interactive. The creative agency prevailed over several competitors in a competitive presentation in May and has since been in charge of the Swiss photo service provider's advertising campaign communication. Currently, the upcoming fall campaign is already in the works.
Responsible at Ifolor: Sonia Custodero-Rodriguez (Lead Generation & Social Media), Antonija Tolic (Marketing Communication), Patrick Rudolph (Branding & Performance), Roger Vögeli (Art Direction), Sepp Barske (Website), Selina Jeremias (Content). Responsible at Notch Interactive: Sören Schröder, Markus Hammer (Creative Direction), Daniel Stüdeli, Lara Klopper (Art Direction), Ulrike Schumann, Judith Maurer (Copywriting), Bruno Hofstetter (Information Architecture), Angela van der Sman (Account Management), Matthias Müller (Strategy). Prepress: RTK. Production: Frontwork. Roadshow: Propaganda.
Exercise is important to stay healthy and in shape. Nevertheless, two-thirds of the Swiss population do not exercise enough, according to the Swiss Federal Statistical Office. But Helsana Health Insurance now wants to change that - with over 100 individual workout posters.
In 36 cities throughout Switzerland, more than 100 posters were designed, all of which encourage passers-by to get active in sports. The special feature: A moving idea was tailored for each environment and touchpoint. For example, a billboard by the lake becomes a badminton net, a small wall in the city a challenging balance exercise, or a billboard in the park a ping-pong table.
In line with the motto "Committed to more exercise," the individually designed posters transform public space into a giant exercise area. In this way, Helsana not only raises awareness among Swiss people about the topic of exercise, but also actively contributes to more exercise.
Responsible at Helsana: Simon Neuner (Head of Marketing & Communications), Claudia Scheurer (Head of Brand Experience), Sibylle Salzmann (Project Manager Brand Experience). Responsible at FCB Zurich: Andy Lusti, Marcin Baba, Dennis Lück (Creative Direction), Fabian Zahner, Sarah Ming (Copywriter), Lukas Wietlisbach, Katja Schlosser, Paul Labun (Art Direction), Emanuel Büchler (Content Development Film), Mark Becher (Client Service Director), Cécile Schurtenberger, Michael Hürlimann (Consulting). Responsible at Propaganda: Lisa Gasser (Marketing Manager), Sandro Galli (CEO). Responsible at Konnex: Monica Jäggi (co-owner), Judith Bischoff (media planning).