JvM/Limmat: One summer, two weather patterns
At the center of the Migros summer campaign developed by Jung von Matt/Limmat is the enhanced book "100 new ideas for any summer weather".
The Swiss summer does what it wants. And Migros is getting in on the act. In its new, large-scale summer campaign, the retailer is positioning itself as the first port of call in all weathers under the slogan "Everything for every summer weather. As in last year's campaign, the focus is once again on 100 tips and inspirations for the summer. This time, however, Migros is focusing even more on the changeable weather.
The focus of the campaign is therefore the further developed book ""100 new ideas for every summer weather". It contains 50 ideas for sunny days and 50 ideas for rainy weather. Vouchers worth over 80 francs now serve as a further incentive to buy. The book is available immediately for 7.70 francs in every Migros branch. The predecessor was the best-selling nonfiction book of 2014, with over 120'000 copies sold.
The all-weather program is advertised with the film "The Summer Village". It tells the story of a place where it has always rained on one side of the village and the sun shines on the other. Quasi the incarnation of the Swiss summer. Unique images show the everyday life of the people who have come to terms with the curious phenomenon of the wall of rain - not least thanks to the wide range of products offered by Migros.
The film is flanked by poster and print motifs that also take up the rain wall as a theme and promote the 100 Ideas book and products.
Digitally, of course, this campaign is taking place again: At 100ideas.ch - a large ideas platform and practical mobile site - the tips and inspirations are presented filtered and individualized according to local weather conditions. The ideas in the book are accompanied by additional content and offers. In addition to a daily competition with instant prizes, users are encouraged to share their own tips. The campaign will be in operation throughout Switzerland from 11.05.2015.
Responsible at Migros: Marc Engelhard (Head of Marketing Communications Directorate); Roman Reichelt (Head of Umbrella Brand); Désirée Strassmann (Head of Umbrella Campaigns); Sarah Linder (Junior Project Manager Umbrella Campaigns); Patrizia Keller (Project Manager Strategy & Brand Management); Philipp Marquard (Head of Media); Simone Blaser (Project Manager Media); Jörg Fohringer (Head of Market Development/Customer Marketing); Markus Amann (Head of Theme Promotions); Marta Mielcarek (Head of Focus & Special Projects); Michaela Götze (Project Manager Digital Communication).
Marc Zurbrügg (Junior Project Manager Theme Promotions). Responsible at Jung von Matt/Limmat: Alexander Jaggy (Executive Creative Direction); Samuel Christ (Creative Direction); Christina Wellnhofer, Lukas Frischknecht, Grit Wolany (Art Direction); Bettina Ehrismann, Amaru Eslava, Aude Kohler (Graphics); Mateo Sacchetti, Alain Eicher (Text); Philipp Bühler (PR); Sabrina Arthur, Merja Rinderli, Meret Lauener, Nicolas Renzen (consulting); Sarida Bossoni, Deborah Herzig (art buying); Pepe Kägi (production); Marc Wilkins (direction); Cobblestone (production); Jonathan Heyer (photography); Great Garbo (music); Jingle Jungle (sound design). Responsible at Jung von Matt/Next: Markus Schärer (Executive Digital Direction); Marco Zimmerli (Creative Direction); Tenzin Tibatsang, Andrea Klainguti, Annina Walker (Graphics); Sam Sherbini (Project Management); YMC (Programming). Responsible at Jung von Matt/Brand Identiy: Pascal Frey (art direction); Timo Lorch (design); Jürg Zentner (text); Chris Piascik, Sebastian Iwohn, Chris Gilleard (illustration).
