Hardly anyone likes Mondays. Yet it is a day like any other - at least if you have the right attitude. At the beginning of the year, M-Budget decided to dedicate a campaign to the first day of the week in order to anchor this positive idea among the young target group. The popular phrase #TGIF (Thank God It's Friday) was quickly changed to #TGIMonday and the week was ushered in with entertaining content and promotions.
Monday Memes and Grumpy Doris
In addition to the Monday Memes, which use humor to draw attention to the advantages of montages, the campaign launched a unique festival competition. For six weeks, users could win M-Budget festival packages for the five biggest Swiss festivals. To do so, they had to prove to Grumpy Doris live on the phone that exactly them had earned the tickets. Not easy, because Grumpy Doris only gave out the tickets under difficult conditions. The entertaining conversations with the bad-tempered granny, which were shared with the M-Budget community via Facebook Live, reached over 1.5 million people in just six weeks. In total, Grumpy Doris received almost 64,000 calls.
In-store measures and vacation chatbot
The "Blind Shopping" in-store challenge built on the success of Grumpy Granny. The campaign was implemented in a Migros store, filmed and then shared on the official M-Budget Facebook page. The latest prank also takes place in a Migros store. For "Comediankasse mit Charles", Swiss comedian Charles Nguela commented on various purchases made by real Migros customers, causing many laughs.
Another highlight starts today, Monday, September 18, with "nasty Charlie": the new chatbot regularly raffles off travel vouchers, but needs to be convinced with creative reasons. Players can tell Charlie why they deserve a dream vacation right now. The chatbot responds to boring and simple-minded arguments with cheeky and unique rejections. And the chatbot also doesn't like to read gutter language or boorish behavior. Only really special ideas are rewarded with a possible win. "Charlie" is the first chatbot to be designed and programmed from scratch specifically for the M-Budget campaign. Charlie learns from the players' answers and constantly refines his demands and rejections.
Responsible at the Federation of Migros Cooperatives: Nadine Hess (Head of Brand Management and Product Range Profiling), Bettina Huwyler (Project Manager Brand Management M-Budget), Rita Lutz (Project Manager Digital Communications), Sara Osmani (Online Communications Manager), Valeria Marra (Project Manager Media). Responsible at Jung von Matt/Limmat: Wolfgang Bark (Creative Direction), Isabel Stenner, Ennio Cadau (Text & Conception), Julia Fischhaber (Conception), Matthias Fürst, Cansu Sezer (Art Direction), Tanja Jablanovic, Nathalie Brogli, Jannic Mascello, Joelle Hauser (Graphics), Fernando Gort, Thomas Steiner (Consulting), Dennis Lück (Chief Creative Officer). External partners: TrueStory (film), TitPit (event agency), Christina Baeriswyl (illustration), OMD: Peter Schachtler (OMD Account Manager), Verena Wieder (OMD Head of Digital Activation), Webrepublic.
Migros is one of the main sponsors of the Paleo Festival in Nyon, which took place from July 18 to 23. For this event, Y&R Group Switzerland designed the terrace in the Migipedia design and developed an augmented reality game for the festival visitors. And it works like this:
The player receives a comment from the Migipedia reviews on the screen of a smartphone. Now he has to find the matching product. To do this, a selection of different items is available on a shelf, which the player can scan with the Discover function and then immediately find out whether he was right.
Each player has three attempts to find the right product and could thus win an instant prize or participate in a raffle for Paleo tickets. Gamification was thus used to once again introduce the Discover function of the Migros app, which was successfully launched in March, to a new and younger target group - directly in their experience environment, away from a Migros branch or their own home.
Responsible at Migros-Genossenschafts-Bund: Philipp Bühler (Project Manager Digital Communication), Philipp Kuonen (Project Manager Umbrella Campaign & CI/CD). Responsible at Y&R Group Switzerland: Bruno Rambaldi (CTO) Swen Morath (ECD), Sebastian Eppler, Diana Zberg, Kyrill Muff (graphics), Diaz Ordoño Jose Ignacio, Marc-André Bühler (programming) Elias Zurbuchen (DTP), Lukas von Wartburg, Ebba Lindberg (consulting). Responsible Event Agency: TIT-PIT.