USP Partner follows in the footsteps of founding father Roniger for Feldschlösschen

Feldschlösschen's founding father Theophil Roniger was already the subject of the TV spot for the brewery's 145th anniversary. Now USP Partner has staged Roniger's legendary wanderings as an escape room.

RonigerTo mark the anniversary, Switzerland's largest brewery launched the "1876" beer as a tribute to its founding father, Theophil Roniger (1844 - 1913). The accompanying TV sport for the launch of the beer thereby traced the path of Theophil Roniger and his many years on the road, where he learned his brewing craft and ultimately developed the founding recipe that laid the foundation for the establishment of the Feldschlösschen brewery and whose first recipe today serves as the basis for Feldschlösschen 1876.

USP Partner was commissioned by Feldschlösschen to bring the story of Theophil Roniger to life for the target group in a brand-appropriate and emotional way. Within the framework of various concept routes, one approach crystallized as particularly suitable: the staging of Theophil Roniger's wanderings within the framework of an Escape Room.

Three themed worlds full of puzzles

In addition to the development of the detailed concept, USP's conceptual work also included the development of a business case for the subsequent operation as well as the preliminary testing of feasibility/implementability at various locations and with various operating scenarios. The Escape Room was finally realized in the "Brauwelt" of Feldschlösschen, in the newly created visitor center at the Feldschlösschen headquarters in Rheinfelden. The Escape Room thus adds a new and innovative highlight to the already attractive Brauwelt, where visitors can follow in the footsteps of Theophil Roniger on his wanderings and experience his journey up close. Just as the founder had to overcome various challenges on his wanderings, visitors to the Escape Room have to solve various puzzles in order to make their way through the three elaborately staged theme worlds. The themed worlds trace the various stages of Theophil Roniger's wanderings and the puzzles are also thematically coordinated with the story to ensure brand-appropriate storytelling with plenty of content for a unique brand experience.

As part of the project planning, USP brought two strong partners on board for the realization: Stammkraft realized the construction of the rooms on behalf of USP, true to the concept and with great attention to detail, Sherlock GmbH as developer and operator of its own Escape Rooms in the Basel area supported USP with the entire puzzle development and construction. USP as a full service agency had the overall responsibility for the project and was responsible for the overall project management from the concept to the handover of the keys and the final training of the game masters.

All information about the Escape Room and booking can be found at the Webpage of the brewing world of Feldschlösschen.

Responsible on the customer side at Feldschlösschen Getränke AG: Jérôme Rueff (Brand Director), Astrid Roland (Marketing Manager), Dominique Herzog (Junior Brand Manager). Responsible on agency side: USP Partner AG (overall responsibility, concept and project management), Stammkraft(realization construction), Sherlock GmbH (puzzle development, puzzle construction).

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