"Migros Ice Tea Beats" is the best cross-media campaign

On Thursday evening, the Goldbach Crossmedia Award was presented for the 16th time in the Samsung Hall. The campaign "Migros Ice Tea Beats" by Migros-Genossenschafts-Bund wins the award. Among the 24 campaigns submitted, Wunderman Thompson Switzerland impressed the jury the most.

Best of Swiss Web 2020 Award Night 54-46 screenshot

For the third time, the Crossmedia Award took place at the Samsung Hall as part of the Best of Swiss Web Award Night. The 14-member independent jury of experts, headed by Marco Taborelli, chose the "Migros Ice Tea Beats" campaign by Wunderman Thompson Switzerland.

As music has been proven to influence the perception of taste, Migros challenged its young target group to create a new Ice Tea flavour with an interactive campaign by Wunderman Thompson Switzerland. Using a "sound & video" mixer, young customers were able to create their own personal music video from iced tea ingredients on IceTeaBeats.ch. A digital mobile-first platform translated ingredients into beats and melodies, allowing for endless flavor compositions to be shared on social media platforms. From the digital compositions, four new iced tea flavors were selected and produced. These mixed up the shelves for four weeks and could be rated online. Voting and sales figures finally selected the new winning product: the new "Watermelon/Kiwi" flavour experience has been permanently available in the range since September 2019.


Silver for Thjnk Zurich, Bronze for Heimat Zurich and PHD Media

In addition to the winning campaign, the runners-up and third-place winners were also honored at the Crossmedia Award. The Edelweiss Air campaign "Catch a Flight to Buenos Aires" by Thjnk Zurich. received silver. Third place went to Bank Cler with its campaign "Zak. Banking only needs a smartphone", implemented by the agency Heimat Zürich and PHD Media Switzerland.


Audience Award for "Arosa Bärenland

For the first time, the audience award was also presented this year. For several weeks, the Swiss advertising industry was able to vote for their favourite campaign. Almost 1600 people cast their vote. The clear winner is the likeable Arosa Bärenland with 18 percent of the votes.

Goldbach Crossmedia Award 2020 The winners
GoldMigros Ice Tea BeatsFederation of Migros CooperativesWunderman Thompson Switzerland
SilverCatch A Flight To Buenos AiresEdelweiss AirThjnk Zurich
BronzeZak. Banking only needs a smartphoneBank ClerHome Zurich
Source: Goldbach Group
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