In order to appeal to as many potential Ragusa consumers as possible, special features or dialects of the respective city were included. For example, in Bern it is called "Die-immer-mit-äuäää-Antworterin" or in Zurich "Der-aus-Versehen-ein-Hipsterbart-haber". The lines appear as striking streetcar or bus lettering in Zurich, Basel, Bern, Geneva and other cities.

They are flanked by social media posts designed to encourage interaction. In keeping with the product, the focus here is also on incorrigible characteristics.

The campaign can be seen from October 14 until the end of December on streetcars and buses (inside and outside) in Zurich, Basel, Bern, Geneva, Biel, Lausanne, Lucerne, St. Gallen and Neuchâtel, on rail posters as well as on Instagram and Facebook.

With the campaign launched last October under the claim "incorrigible", Ragusa celebrated the rough edges of the traditional chocolate and its connoisseurs. Films, OOH and social media were used to showcase the incorrigible character traits of the target group with cheeky headlines.

It continued this summer. An engaging campaign at the Openair Frauenfeld and the Gurtenfestival gave festival-goers the opportunity to showcase their incorrigible qualities. "With this campaign, we inspired a younger target group for the Ragusa brand and made the brand values directly tangible," explains Brand Manager Fabienne Leuenberger. In order to optimally reach the different visitor groups at the two festivals, Facebook and Instagram were used in a target group and festival-specific manner. Paid and organic posts were used on both social media channels to increase reach, boost engagement and generate more followers.

In a multi-stage competition, the community was invited to choose the most suitable festival property for them. At both festivals, visitors then had the opportunity to showcase themselves and their slogans printed on signs. In the subsequent best-of video, for example, "The one who wears sunglasses even after 11 p.m.", "The one who dances in mud despite her white sneakers" and "The one who gives out free hugs" showed their best side and took part in the public vote for the most incorrigible festival visitor.

Ragusa is one of the most popular brands in Switzerland. The traditional chocolate from the family-owned company Camille Bloch was invented more than 75 years ago and has remained true to itself to this day. "The same basic recipe, in traditional confectionery quality, and therefore the same rough edges," explains Fabienne Leuenberger, Brand Manager of Ragusa. Once you have such a brand core, you don't give up this trump card so quickly. Thus, the authentic character is also the core of the current communication offensive. "Incorrigible" is the claim of the new campaign, which has been attracting attention in Switzerland since October and for which Serviceplan Suisse is responsible.

"We want to show that Ragusa is actually a bit like all of us: not perfect, with rough edges, incorrigible," explains Executive Creative Director Raul Serrat. "And that Ragusa also likes to hold on to this authenticity - stubborn, but self-confident." The new campaign communicates the originality of the product in a light-hearted way.

Not only Ragusa, but also Ragusa connoisseurs are unique. Based on this attitude, the team around Creative Directors Florian Birkner and Simon Staub developed a campaign - with a new layout, pointed headlines, social media activities and four films. All measures put typical characters along with their incorrigible characteristics in the limelight. The aim of this new appearance is to strengthen the cult factor of the brand and bring it back into the mindset of the younger target group.

The films were realized by the multi-award-winning director John Grammatico from Detroit. With his fine sense of comedy, he has staged short films that are quirky enough to score points in the social media environment. They show the idiosyncrasies of people in a very unique tonality, telling little stories in which everyone can find themselves somewhere.

Responsible at Chocolats Camille Bloch: Daniel Bloch (CEO), Heinz Reber (Marketing/Sales Director), Fabienne Leuenberger (Brand Manager). Responsible at Serviceplan Suisse: Dieter Boller, Günter Zumbach (Text), Daniel Hesse, Nadja Tandler, Rémy Steinmann (Art Direction), Florian Birkner, Simon Staub (Creative Direction), Raul Serrat (Executive Creative Direction), Lisa Melnikova (Strategy), Sonia Ducu, Selma Caglayan (Consulting), Nathalie Jakober (FFF- Producing), Pam Hügli (Overall Responsibility), John Grammatico (Direction), Rosas&Co (Film Production), Jingle Jungle (Sound).

In 1942, the company shook up the local confectionery industry with an edgy bar. Today, Ragusa from Chocolats Camille Bloch is one of the best-known brands in Switzerland. Serviceplan Suisse has developed a campaign to reposition and rejuvenate the brand. The result will be visible from autumn in the form of a digital and out-of-home campaign, as well as in ads and at POS. In the process, the authentic character of Ragusa will continue to play a decisive role.

With the launch of Ragusa & Torino Blond in 2014, blond pioneer Camille Bloch managed to inspire Switzerland with a new chocolate category with a caramel-like taste. To rejuvenate the positioning of the two strong brands and playfully introduce the new variety to the target group, the Responsive agency developed a sweepstake that strongly promotes sales in particular.

At the beginning is the price package

The prize package acquired by Responsive acts as a strong eye-catcher in the promotional campaign developed together with By Heart. The package worth 110,000 Swiss francs attracted numerous participants to the sweepstakes page from the very first minutes after going live. Where else can participants win one of three Audis as an instant prize with a code and the correct answer?

Mechanism of the sold

Due to the game mechanism with instant prizes, many consumers will be tempted to play along and thus the penetration of Blond will also be increased. Since one or two new game boards are opened every day, participants can play along again and again throughout the promotional period. In this way, Responsive has also ensured that the sales of the promotional packs are sustainably promoted and that the sweepstake develops into a self-runner after an initial participation. From experience, the individual users will be present on the sweepstakes page and thus in the brand world for one to two hours over the entire promotion period.

Puzzle fever for the whole of Switzerland with the latest technology

Every participant can play in the sweepstakes - directly in the browser without installation and thus also mobile - completely intuitively: Participants must correctly answer the question for each instant prize to be won. Those who are good at matching and have a good eye will be the first to discover the clues to be found in each of the 112 pictures. But before the participants, who all play against each other, see the picture, they have to uncover the tiles.

To do this, consumers will find a code on all "Ragusa & Blond Wins" promotional packs that will give them credits for their virtual account. In doing so, they get to choose which prize they want to use them on to uncover another tile and enter an answer. This also ensures that participants win the prize they really want.

For the raffle Responsive uses the latest technology with Node JS, which allows all active users to always see the same score. This means that when someone reveals a tile, the other participants also see this within a few fractions of a second - without the page having to be reloaded.

Sustainably integrated

Further information on the current picture puzzles will be communicated via the Facebook pages of Ragusa and Torino. In this way, the respective Facebook community is sustainably enlarged. At the same time, a prize database is being set up at Responsive for Camille Bloch. All registered participants can thus be easily reactivated in the future.

A concept that convinces. Since 2003, Responsive has been the first and only agency in Switzerland to focus on highly involving consumer promotions: on-pack with sweepstakes, loyalty programs and games. From conception to implementation, everything is 100 percent Swiss Made, because all benchmarks are completely developed and realized in-house.

Responsible at Camille Bloch: Heinz Reber (Director Marketing and Sales), (Fabienne Leuenberger (Brand Manager), Fabrice Aubert (Community Manager). Responsible for key visuals at By Heart: Erich Brändle (Brand Consultant). Responsible Responsive: Tuan Nguyen and Patrik Marty (both Managing Partners).

On tour with friends

From mid-September to early October, Ragusa Friends is bringing the little treat in Classique, Noir, and Blond flavors to ten Swiss cities. In central public squares, chocolate lovers and true friends can see the delicacy for themselves. In a photomobile with an urban look, Camille Bloch offers the opportunity to take a personal photo and send it to loved ones in the form of an individual postcard. For all chocolate fans, there will also be collector's cards on the theme of friendship. Anyone who gives one of two samples received to a friend and captures the moment on a photo has the chance to win three individual bicycles from genuine manufacture for themselves and two friends. All those who can not be in person on site, have online on Ragusafriends.ch also the possibility to send individual greetings in the form of a haptic postcard. Impressions of the tour are also available on the website. Additional product tastings will be held in selected shopping centers.

Stops of the Ragusa Friends Tour 2015 in Switzerland:

Geneva // September 17
Lausanne // September 18
Bern // September 19
Thun // September 20
Train // September 25
Zurich // September 26
Lucerne // September 27
Winterthur // October 1
St. Gallen // October 2
Basel // October 3