While urban regions are increasingly focusing on technology companies or the service industry, rural regions still offer the necessary space for the second sector - such as soap, adhesive and furniture manufacturers, award-winning confectioners and glass producers. "It is precisely this economic engine that is central to our communities - regardless of whether we are talking about corporations such as Vetropack, hidden champions such as Kyburz Switzerland or young, fast-growing beer or soap producers," says Dariush Daftarian, Co-Managing Director of Standort Zürcher Unterland.
Support for Setaprint and Clear Channel
This economic strength is now to be publicized in and around the region. The Zürcher Unterland is receiving support from Setaprint, which is also based in the Zürcher Unterland and is supporting the initiative with a substantial amount. In addition, over 150 top poster sites can be used in collaboration with Clear Channel.
Authentic local entrepreneurs and creative artists
The poster statements were deliberately created in dialect. "We are setting a counter-trend in today's marketing world with many English expressions and portraying authentic local entrepreneurs and cultural workers," says Nicole Pfaller, Project Manager for Culture at Standort Zürcher Unterland. "In this way, we want to draw attention to leisure activities and cultural offerings in the region."
The posters are supplemented with video sequences on social media.
The "Cats need Homes" campaign is an extraordinary project launched by The House at the end of the year: it revolves around the "World's Craziest Xmas Cat Tree", which is intended to help the cats at the Zurich Animal Protection shelter find a new home. The Xmas Cat Tree is a custom-built structure with over 10 rooms for cats to play, sleep and sharpen their claws. In addition to a disco lounge, a cozy living room with a fireplace and a cupcake room, moving elements were integrated into the object to entertain the "tree inhabitants".
The tree can be placed on the Landing page can be admired from different perspectives thanks to two live cams. In addition, the two videos "Cats on Tree" and "Building the Tree" with guaranteed Jöö effect can be found on the site. There, "personal information" about the tree dwellers is also available, as each cat has its own individual portrait. Last but not least, the agency has designed the Xmas Cat Tree bag, which can be ordered for a donation of 50 Swiss francs or more.
The multi-channel campaign "Cats need Homes" has been running since 03.12.2018. The campaign includes the landing page, posters and ads, digital and analog OoH advertising media as well as numerous display, social media and mobile advertising media. In addition, there are social media activities on the channels of Zürcher Tierschutz and The House.
According to the press release, special thanks for the generous support for this year's Christmas engagement of The House go to all partners and helpers: The media houses Tamedia, Admeira and Clear Channel Switzerland for digital and analog advertising space, GuyCollé for the programming of the landing page and advertising material, Detail for the cat portraits and final artwork, SetaPrint for the poster printing and a very big thank you to the object designers Josef Schäppi and Markus Cajoeri for the construction of the "World's Craziest Xmas Cat Tree".
Responsible at the Zurich Animal Protection: Rommy Los (Executive Board), Cora Braun (Head of Marketing & Communications), Kristina Brunner (Project Manager Marketing & Communications). Responsible for implementation and tree construction: Josef Schäppi and Markus Cajoeri (object designers). Partners who supported the campaign: GuyColle (programming landing page, advertising material), Detail (photo & final artwork), Admeira (digital / print), Tamedia (digital / print), Clear Channel Switzerland (poster sites), SetaPrint (poster printing). Responsible at The House: Grischa Rubinik (Executive Creative Director), Sascha Borsai (Creative Director), Roger Dobmann (Senior Art Director), Alia Malash (Junior Text), Ritiane de Cassia Zimmerli (Junior AD Digital), Laura Jaggi (Graphic Design), Sasha Djabbari (Senior Consultant Digital), Stephan Suter (Media Director), Verena Hofmann (Senior Media Consultant), Luz Storrer (Senior Media Consultant), Sara Meister (Senior Media Consultant), Romina Kratzer (Media).
In the anniversary year, however, it is not the birthday child who receives presents - but the audience. On March 22, all visitors received a box of chocolates from Läderach as a small thank-you gift. For Elisabeta Greab, the box contained a huge surprise: a gold ticket for 10,000 Swiss francs. Everyone else was able to toast the winner and the birthday girl with prosecco while listening to piano music.
Sihlcity's landmark, the approximately 60-meter-high chimney, was transformed into the world's largest birthday candle for two months. Four playful floor markings in the parking lot turn the crosswalks into birthday candles. And a small flame now also adorns the chimney in the Sihlcity logo, drawing attention to the round anniversary throughout the year.
In Zurich's most famous squares, passers-by could also win vouchers for Sihlcity. To do this, they had to blow out 10 candles on a birthday cake using a specially developed app on an ipad.
The various campaigns were advertised with ads, paid posts, and banners in 20 Minutes. Posters, screens and POS measures were also used in Sihlcity. The installation of the candle was anticipated in detail with a picture combination. On March 22, to the surprise of many, the candle was actually installed on Kalanderplatz.
The website was completely redesigned for the anniversary year. The Y7K agency focused on simply structuring Sihlcity's diverse offering and illustrating that Sihlcity is more than just a shopping center. To set the scene for the pages away from the "mall", Y7K worked with photographers Yves Suter, Jack Pryce, Roberta Fischli as well as cameraman Tobias Kubli.
From May 3 to 13, 2017, the festival will enter its second round with the Sihlcity Street Art & Music Festival. In pavilions on Kalanderplatz, visitors can experience art up close, get to know new brands and get creative themselves. On Utoplatz, a four-story container tower will be spray-painted by street artist Dourone for a week.
Companies involved: Wincasa/IG Sihlcity (client), Karling (overall management and marketing communications), Y7K (website), Vogt Software (app), Richnerstutz (fireplace installation), Läderach (praline gift campaign), IPL (photo), Ansichtsache (image editing), Christinger and Setaprint (POS advertising materials and special advertising formats).
The visual implementation of this idea is summed up in the claim: "Setaprint. With all the care". The best art direction, the most expensive photographer, the cleverest strategy - they all come out flat if the print shop doesn't work with the same professionalism, according to a campaign statement.
Responsible at Setaprint: Pierre Marti (overall responsibility). Responsible at Cavegnwerbung: Markus Cavegn (art direction), Thomas Schöb (text), Sarah Hepp (graphics), Daniel Belet (image editing).