For the 17th time, the Goldbach Crossmedia Award was presented on Monday evening as part of the Best of Swiss Web Award Night. In keeping with the BAG-3G event concept, the best cross-media campaigns of the year were celebrated in the Samsung Hall.
The 13-member jury of experts was again spoilt for choice this year. The Case "My AUTOgram" from Farner was finally able to win the race.
"My AUTOgram" is a commitment of Auto-schweiz, the Association of Swiss Automobile Importers. With its communication measures, Auto-schweiz wanted to show that individual motorized mobility is the driving force behind our lives. For this purpose, Farner Consulting developed an integrated campaign that uses the need for freedom associated with the car as an emotional anchor: Namely, the freedom to do things spontaneously and go one's own way. (Werbewoche.ch reported). On the specially developed Content Hub, the many facets of the car were packaged in entertaining stories, car-life hacks as well as ideas for road trips. The most important element of the content-centric campaign was the reality format "Mein AUTOgramm" (My AUTOgram), in which Swiss celebrities duelled each other via a car stop to reach a common destination. On the autograph hunt, they portrayed Switzerland's relationship with cars and individual mobility.
In addition to the gold winners, the second and third place winners were also appropriately recognized. With the campaign "The Last Run" by Zalando Jung von Matt Limmat took second place and Farner Consulting - in addition to its first place on the podium - was awarded the Case "SBB's "Back to Business additionally over bronze.
Due to its great popularity, the audience award was also presented in 2021. For several weeks, the Swiss advertising industry was able to vote for their favourite campaign. More than 1,000 people cast their votes, with the most online votes going to the launch and digital app marketing of "Frankly" of the Zurich Cantonal Bank were received. This case was jointly realized by Jung von Matt Limmat, Webrepublic and The House Agency.
A complete overview of the winning campaigns as well as those on the shortlist can be found at the Website of Goldbach viewed become