The Marketing Champions 2019: These are the winners of the Marketing Trophy

On Tuesday, March 12, 2019, the "Oscars" of the Swiss marketing world were awarded at the KKL Luzern as part of the Marketing Day. The jury, headed by Sven Reinecke from the Institute of Marketing at the University of St.Gallen, nominated nine projects: Three in the small business category, two from medium-sized companies and four from large companies.

ABB with the project ABB and Formula E - two pioneers for the future of electric mobility 

Involved agency: Serviceplan Suisse

In January 2018, ABB became the title partner and namesake of the ABB FIA Formula E Championship. As the world's leading technology company, ABB is the technology partner of the racing series with electric race cars. The partnership pushes the boundaries of what is possible. It brought motorsport racing back to Switzerland. The project is based on a clear, integrated marketing strategy that focused on long-standing customers, new customers, employees, as well as the general public and the authorities. The figures prove an extremely positive overall impression. It was an event that moved Zurich and set an example for sustainable mobility.

Winner in the Medium-sized company category:

White Arena Group with the project Inside Laax

Involved agency: Inside Labs

Buy lift tickets, book parking spaces, call up live information, and track your own performance - the Inside Laax app is the perfect companion for experiencing the vacation destination of Laax in depth. The user experience is enhanced with smart content using AI algorithms, which enables personalized communication along the customer journey. With Dynamic Pricing, the app generated sales of CHF 4.4 million in the 17/18 season. With over 130,000 users, it is now impossible to imagine the guest experience without it. The app makes it possible to win back customer relationships with real conversation.

Arosa Tourism with the project Arosa Bear Country

Project partner: Four Paws

With the vision of combining animal welfare and tourism, "Arosa Bärenland" has become a lighthouse project for Arosa, Graubünden and Swiss tourism, created by hand and head. The targets for the first three months of operation in 2018 were far exceeded. Overnight stays also increased by nine percent in August, 17 percent in September and 18 percent in October. In addition, Arosa Bärenland achieved immense media coverage and a high level of satisfaction in the guest survey. Arosa has clearly gained in attractiveness during the summer season with this project. This benefits not only partners, but the entire region.

Session Basel with the project Baloise Session

Involved agency: Valencia Communication.

The Baloise Session is unique because of the limited audience capacity, the exclusive club table atmosphere and world stars from the national and international concert market. The "presenting sponsorship" with Basler Versicherungen is also unique in the cultural sector. The 100 percent occupancy rate in a competitive and declining market cannot be topped. This festival enjoys an unreservedly excellent reputation among artists, international agents and visitors, which is carried all over the world thanks to TV broadcasting and streams of the concerts in over 140 countries.

Nominated in the Category large enterprises was Credit Suisse with the project Lancierung Viva Kids/Digipigi. Involved agency: Rod Kommunikation. With its dedicated offering for children, Credit Suisse is following a trend. Several competitors have been offering children's accounts for years. Credit Suisse took up the challenge with the Viva Kids/Digipigi project. Through a clever combination of product innovation and campaign strategy, and thanks to a very successful agenda setting with great media coverage, the new offering playfully triggered the social discussion on financial education. Within the first twelve months, more than 22,000 Viva Kids banking packages were taken out in a highly competitive market, exceeding the ambitious target by 30 percent.

Nominated in the Category large enterprises was the Fifa with the project 2018 Fifa World Cup: When fans and brands celebrate together. Involved agency: Webrepublic. During the World Cup, the Internet is ablaze. Games are watched around the globe, posts are liked and shared. The need for football fans to celebrate their team and favorite players online was greater than ever in 2018. Fifa and its sponsors wanted to capitalize on this potential. Thanks to a consistent focus on formats that aligned with current match events in real time, Fifa not only delighted millions of fans in and outside the stadiums with relevant content on social media during the 2018 World Cup, but also its sponsors with millions of interactions.

Nominated in the Category medium enterprises / organizations is the  WWF Switzerland with the project: Uncozy Sweater. Involved agency: Wirz Communications. Dozens of national and international media reported on the campaign, which generated a media value of 1.5 million Swiss francs for the WWF with a budget of 20,000 Swiss francs. Celebrities volunteered as enthusiastic supporters. The WWF was able to expand its image as a holistically relevant environmental organization among the younger generation. With this project, WWF embarked on an innovative path that went beyond a mere campaign and triggered a rethinking process for the organization's internal collaboration and campaigning. In winter 2018/2019, numerous WWF country offices adapted the campaign for their country.

Nominated in the Category small business is Farmy with the project: Farmy.ch - And the revolution of the Swiss food market. Farmy.ch is the only online provider in Switzerland that offers only ethically produced and delivered food in absolute freshness, because the products come directly from the field. This avoids food waste. With 6600 products, Farmy.ch offers the widest and most diverse range. The company works in a sustainable manner, and some products are delivered by electric vehicles. Farmy.ch won the Swiss E-Commerce Award in 2015 and 2016 and the Digital Commerce Award in May 2018. But all this is just the beginning of a development on which the company wants to work even more intensively in order to expand further.
 

Federation of Migros Cooperatives with the project M-Budget Mobile - No one needs more subscriptions

Involved agency: Wirz Communications.

M-Budget-Mobile is the first Swiss mobile provider to reward customers for giving up unnecessary data. The broad-based communication campaign takes up the current zeitgeist of "Digital Detox". It shows in a humorous way, but without being cautionary, that modern technology should take place in our lives without dominating them. Thus, all objectives were exceeded. The lead in terms of awareness over the direct competition was extended and the core message firmly anchored. In addition, the Cumulus points flow back into the Migros channels.