Effie Awards Switzerland: Silver for MRBP, Sir Mary, MediaCom, and Bühler&Bühler

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.

The first four Silver Effies were awarded to Serviceplan, Jung von Matt Limmat, Rod and Wirz (Werbewoche.ch reported). We continue with Metzger Rottmann Bürge Partner, Sir Mary, MediaCom, and Bühler&Bühler:

Titlis Bergbahnen "The Lost Bully" (Category: Activation)

The campaign generates a high level of engagement with overall 1,552,689 impressions, around 11,000 likes, comments and shares. Up to 30 percent more hits are registered on the Titlis Bergbahnen website.

The Titlis is, firstly, guaranteed snow and, secondly, only an hour's drive from Zurich. Many Zurichers don't know that - and travel to Graubünden instead. A campaign at the start of the 2021/22 ski season was designed to raise the profile of the Titlis among Zurich residents.

Zurichers steal a Pistenbully on the Titlis and hide it in Zurich. The Titlis piste manager reports the Bully theft loudly on social media, launches the search in Zurich and offers a reward for the finder. After a vigilant search, the bully is finally found and returns to its place of origin.

Following an engaging social media campaign, website hits increase by 30 percent and drive +46 percent ticket sales to start the season.

• Client: Titlis mountain railroads
• Lead Agency: Metzger Rottmann Bürge Partner

Samsung Galaxy S21 "Epic Mode" (Category: Activation)

The activation around Samsung Epic Mode breaks the brand blind spot of the target group: over 30,000 young people apply - 57 percent of them Apple users - and Samsung closes the image gap to Apple.

In the Swiss smartphone market, Samsung is weakening in the strategically important target group of Gen Z. A target group that only has eyes for the eternal competitor Apple and hardly notices Samsung. The new smartphone flagship is to change this: The extremely advertising-resistant, Apple-focused Gen Z is to be inspired for Samsung's Galaxy S21.

The decisive insight: the young target group likes to stage their lives on social media more epically than they actually are. A competition is designed to relieve them of the pressure of overstaging - because the prize includes a Galaxy S21 with twelve exclusive experiences that make Gen Z's life epic in real life, too: from the bulging Samsung Pay credit card to the car key app that gives access to a real e-car.

• Client: Samsung Switzerland
• Lead Agency: Sir Mary
• Other agencies / companies: Doity / Sugo / Publicis Media Switzerland

Coca-Cola " Pulitzer Algorithm" (Category: Media Innovation)

The Pulitzer algorithm achieved 16 percent higher ad recall and 36 percent higher ad effectiveness (unsolicited ad detail recall).

Premium news sites are more credible and trustworthy for consumers, which leads to better performance. However, media metrics such as viewability and video completion rate do not reflect this added value.

Therefore, a cookie-free solution should be developed that achieves better advertising impact by supporting trusted sources of information. With the help of AI, a media buying algorithm was developed that uses eye-tracking and attention data to identify the added value of high-quality news sites. It achieved 16 percent better ad recall and 36 percent better ad effectiveness.

• Client: Coca-Cola Switzerland
• Lead Agency: MediaCom Switzerland

Swisscom "Move - Programmatic Postcards" (Category: Marketing Automation)

With technical finesse and a strategically new upsell approach for existing customers, Swisscom increased the conversion rate by up to 200 percent. So postcards should not be underestimated!

Moving means a new beginning: customers are open and motivated for new products or a change. The first mail in the new mailbox is highly emotional and relevant. Especially the postcard experiences a higher attention with a positive reception effect. The postcard is used as a new AI-based automation channel to surprise existing customers with hyper-personalized offers and automatically generated and sent postcards. Up to three times higher conversion rates were achieved in the most important target groups compared to similar classic marketing measures.

• Client: Swisscom
• Lead Agency: Bühler & Bühler