The ZKB Zürilauf Cup starts anew with Gold Interactive
Zürcher Kantonalbank has been the main sponsor of the Zürilauf Cup for 35 years. The new and contemporary website, implemented by Gold Interactive, moves away from a pure information and service site towards more engagement and emotional storytelling.
If you want to motivate, you have to know your target group precisely. In several workshops and on the basis of numerous interviews with runners as well as a survey conducted by ZKB, Gold Interactive sharpened the target group and developed individual personas from it. For example, the "Run for All," which consists of eleven runs in the canton of Zurich, appeals specifically to the running-savvy general population, families and young adults. Secondarily, performance-oriented amateurs take part.
An experience online as well
For the first group, the focus is on the experience. The new website offers a good overview of information, but also more emotions through impressive pictures and videos. Attractively staged routes are designed to activate participants, their families and fans. The clearly communicated different formats of the individual runs make it clear that there is a suitable event for everyone: from runs through nature to urban routes through the city of Zurich to events where the focus is on the group experience. The newly implemented run calendar and run finder should make the choice easier, and registration is also simple.
11 runs, 1 total result
In addition, the motivating factors of the sporting competition had to be transferred to the website, which are particularly important for the performance-oriented runners. These include the overall victory, which is made up of the scores from the 11 runs. This is because those who take part in at least five runs are automatically included in the Cup ranking. The conditions for participation in the overall ranking and its added value are now clearly communicated. Winners and record holders are given a prominent place, supported by emotional storytelling.
New brand design
Since even the most long-standing commitment needs a visual refresh once in a while, the new website is launched with a fresh digital design conceived by Gold, which restages the ZKB Zürilauf Cup online. The contemporary design was conceived on the basis of the rebranding, which was developed by the branding agency KMS TEAM.
With the redesigned and conceptually revised website of the ZKB Zürilauf Cup, Zürcher Kantonalbank is positioning itself as a committed sponsor that makes a traditional Zurich sports event attractive to many people over many decades - online as well as at each individual running event," says Alexandra Rahm, project manager for the new website at Zürcher Kantonalbank.
Responsible for ZKB Zürilauf Cup: Alexandra Rahm (Campaign Manager, Project Manager Relaunch ZKB Zürilauf Cup), Fabienne Hafner and Ronald Rüeger (Project Manager ZKB Zürilauf Cup, Client Relaunch) Responsible at Gold Interactive: Kevin Luginbühl, Kathrin Treml (Consulting/Project Management), Mirco Stadelmann (UX Concept/Creative Direction), Alessandra Caputi (Visual/Interaction Design), Laurence Kimberly Rast (Animation/Video Production), Stephanie Kleinlein (UX Writing), Christian Ruhstaller (Lead Technology), Danijel Kelava (Backend Development), Jonathan Beck (Frontend Styling), Ramon Schumacher (Frontend Logic), Watezz Bleuer (Project Management Development).
