Friendly greetings: The first shower gel to drink
Using a fictitious product, the new campaign of the Association of Swiss Market and Social Research (VSMS) explains the personal benefits of market research and aims to motivate the Swiss population to participate in surveys.
The association is thus launching the third flight of its awareness campaign "Your opinion helps decide". The first two campaigns (2012, 2014) have already been very successful in achieving the goal of raising awareness and visibility, according to the statement: "Feedback at the office and active requests for participation confirm that the campaign is well received and the message is accepted. Only through active communication can the benefits of market and social research be demonstrated," said Susan Shaw, president of VSMS.
This benefit is to be conveyed in an even more emotional and pointed way with the new appearance. The centerpiece of the campaign is a TV spot in which a new type of product is launched - the drinkable shower gel "Jetset" with Prosecco flavor. The spot dramatizes the message that by taking part in surveys, people can make their opinions heard and thus help shape products.
https://www.youtube.com/watch?v=cskdqmoWZjA
The film has been running in several waves in German- and French-speaking Switzerland since Christmas 2015. Ads in various daily and Sunday newspapers, online banners, and the Campaign website are intended to further strengthen the message.
Responsible at the Swiss Market and Social Research Association: Mitja Ruggle (overall responsibility), Nicole Siegrist (management), Susan Shaw (president). Responsible at Friendly regards: Res Matthys, Karsten Friemel (creative direction), Max Benrath (text), Anne Dikkerboom (online), Mr. Bob Films (film production), Christopher Schlierf, Benjamin Kratzin (direction), Daniel Krebs, Tino Bungert (production), Px1 (photography and print production).
