A total of 88 projects were submitted for the Effie Awards Switzerland 2022. A total of two jury rounds were held. First, 50 jurors selected 41 finalist projects. Then 21 jurors - each under the leadership of jury president Peter Felser - selected a total of 24 winning projects. The names of these projects will be published in the Advertisingweek.ch unveil in various stages over the coming weeks.
On November 10, 2022, this year's winners:inside will be announced at the Award show in Zurich's Kaufleuten chosen.
After the six bronze winning projects were announced at the beginning of October, the first silver awards now follow - for Serviceplan, Jung von Matt Limmat, Rod and Wirz:
DillySocks "How to knock the socks off a boy" (Category: Social Media)
With a very small budget, it was possible to get the most out of the social channels used, tap into a new customer group and create the growth necessary for survival with a +57% increase in sales during the Christmas period.
With a small budget in an oversaturated market with strong, established competition, a new group of customers must be tapped and growth necessary for survival created. For this purpose, the awakening urge to move in the coming spring was picked up in a first phase (awareness), in order to then address the expression of one's own personality in phase 2 - always with colorful socks and recommended for imitation. The #DillyGaloppChallenge went viral and DillySocks gained over 10,000 new followers - on a channel only followed by a few hundred people before. In phase 2, the new and existing customer groups were again animated with the creation of "Ugly Soxmas Sweaters" and DillySocks was able to capitalize on the newfound awareness: the Christmas business, which is so important for the company, was massively boosted with an increase in sales of +57%.
- Client: DillySocks
- Lead Agency: Serviceplan Suisse
- Other agencies / companies: Surpreme Music
Zalando "Chleiderchästli" (Category: Activation)
With an activation campaign for its 10th anniversary in Switzerland, Jung von Matt Limmat managed to boost Zalando's already very good sales figures even further.
How can you continue to grow in a market where you already own almost everything? The Insight: Although Gen Z has its eyes on the world, it is Swiss proximity that turns brands from "a brand" into "their brand.
And this is exactly where Jung von Matt Limmat comes in: Fashion is associated with Swissness, and the international player is given a Swiss feel. Just in time for the anniversary celebrations, the song "Chleiderschäschtli" was released with dialect singer Nemo and French-speaking Swiss rapper KT Gorique and made the center of the activation campaign. This increased both the number of visits to the webshop and the number of orders.
- Client: Zalando
- Lead Agency: Jung von Matt Limmat
- Other agencies / companies: Jung von Matt Services
IKEA Switzerland "Vaterkaftsurlaub" (Category: PR)
40+ articles in various leading media and a PR value of over 500,000 Swiss francs generate a high PR value for IKEA with an extremely low investment of resources and significantly strengthen the corporate brand.
IKEA is one of the most popular Swiss consumer brands - but still has little profile as a politically minded company and modern employer.
With its clear statement on the polarizing topic of paternity leave and its "election instructions" that are both identity-oriented and trigger strong reactions, this is precisely what should change: IKEA is getting involved in an emotionally driven referendum campaign and is flying the flag for fathers.
The "Paternity Leave" PR initiative dominates coverage for the company regarding parental leave with, among other things, 45 percent share of voice compared to Credit Suisse, Google or Lidl, over 40 articles in various leading media and over 500,000 Swiss francs in PR value generated, giving IKEA high visibility in the media - and contributing to a clear "yes" in the vote on paternity leave.
- Client: IKEA Switzerland
- Lead Agency: Rod communication
Migros "V-Love plants Switzerland. " (Category: New New)
A year and a half after its launch, Migros' own brand V-Love is top of mind and Migros is once again the market leader in the "Plant-Based" product category.
A highly dynamic and competitive market, several years behind the main competition and very complex customer needs: In this challenging environment, Migros is launching its plant-based own brand V-Love in June 2020 with the aim of planting Switzerland.
The brand does not point fingers, but celebrates all dietary styles with its loud and self-confident appearance. Six months after launch, V-Love is Top of Mind in the important "season" Veganuary, includes around 100 products and will be the best-known plant-based brand in Switzerland by the end of 2021. This despite 45 percent less media investment than the main competition. V-Love made a significant contribution to Migros regaining market leadership in the Plant-Based product category in 2021.
- Client: Federation of Migros Cooperatives
- Lead Agency: Wirz Group
- Other agencies / companies: Dynamo (Dentsu international Switzerland), Webstages, Webrepublic, ZDF Zurich Design Factory