New promise

Generation M is Migros' sustainability program. Jung von Matt/Limmat is unmistakably picking up on this tradition in the current campaign and presenting a new promise: By 2020, Migros will invest one billion Swiss francs in leisure, education and culture. The centerpiece of the presentation of the new promise is a film. The TV spot lets two generations have their say synchronously. In the voice of an old woman, a young girl tells what Migros has already achieved with its commitment. At the end, the resolution follows: the grandmother sits next to the girl and obviously does not tell her story for the first time. Bella Neri, an actress by profession, plays the role of the grandmother with pizzazz and really knows what she is talking about. Because since the beginning of her acting career, the Zurich native has also been an employee of Migros Zurich. But she doesn't work at a cash register or in an office. No, Bella Neri lends her hands and voice to the Punch and Judy characters in the "Park im Grüene" in Rüschlikon ZH.

The spot is accompanied by posters and advertisements. The campaign culminates on the Generation-m.ch online platform. In addition to information about the sustainability program, users can make a pledge themselves. To date, more than 50,000 pledges have been made. For example, users can sign up to resolutions such as "This week, I'll never shower for more than a minute," "This week, I'll only eat seasonal products," or "This week, I won't print a single document.

Yesterday, today and in the future

Around a quarter of a million people had visited the "Room of Promises" by the end of January 2013. Comments are made on the current promises, photos are uploaded and passionate discussions take place. Generation M's Facebook fan page has around 57,000 fans and a total of over 65 million contacts. The most popular posts received more than 1000 links. "In the countless discussions about energy consumption, resource conservation, recycling, but also social commitment, everyone involved learned a lot about the topic and the users," Alexander Jaggy, Executive Creative Director at Jung von Matt, is convinced.

Here, the Generation M campaign is supported by three communicative pillars: What the public can do: Migros' customers are built into sustainability activities "to achieve great things together." What Migros has already done in the past: In this second area, Migros' "good deeds" are presented in various formats, such as short webisodes, which can also be found on the platform.

What we do today: Here Migros formulates a binding promise to the generation of tomorrow. This list can also be found on the website. Currently, for example: "We promise Noah to continue collecting and recycling more PET bottles than any other Swiss retailer." Anyone who clicks on the promise can find out the relevant details.

Andreas Panzeri