Wirz: Mr. and Mrs. Swiss describe original everyday problems

May 2 saw the launch of the new campaign implemented by Wirz for Melectronics (Werbewoche.ch reported). As part of #DasBesteDerWeltFürMich, the electronics retailer's consulting expertise was highlighted. For once, the heart of the campaign was not TV commercials or a print ad concept, but a three-week online sweepstakes that took a witty approach to the honest advice service that differentiates Melectronics from the competition. Users were asked to describe their individual everyday problems by means of short films and banners. Problems that were directly related to a device or could be solved with the help of a device. The prize was an individual electronics solution - and material prizes worth a total of 20,000 Swiss francs.

Wirz expected a few dozen entries, according to the release. But certainly not with this: Within three weeks, around 9,000 problem descriptions in German, French and Italian were submitted via social media, online form and Migros App - the majority of them witty and original. One in four visitors to the website - 25 percent of participants - registered for a consultation. Normally, successful campaigns generate a response rate of around five percent.

For example, one participant winkingly asked to give his girlfriend a new sewing machine so that she could continue to be creative and not suddenly hog the TV. Another wanted a new pizza oven because his pizzas always burned - and was rewarded with a stand mixer for making smoothies and a reference to a balanced diet. A third complained that she was plagued by stress and overwork and was gifted with a facial sauna. In addition, problems with cat hair, unlit refrigerators, freezer compartments with little space and stubborn appliances were described - in some cases even using specially produced film footage.

The funniest fifteen entries were again answered in short film form and played out exclusively on the campaign website Melectronics-gewinnspiel.ch and directly on social media as a response. At the same time, each problem received was treated individually. This resulted in a number of witty dialogs with Melectronics customers on social media. Always with the focus on finding perhaps the funniest problem solution in the world for them.

All answer movies in german

Choice of answer movies:

"Boxing for Robin"

"Une machine à pop-corn pour Max"

"A vacuum cleaner for Ruth"

"A TV for Guillermo"

Responsible at Migros-Genossenschafts-Bund/Melectronics: Christoph Vogler (Head of Communication Specialty Stores), Michel Noverraz (Head of Communication Melectronics), Eva-Maria Norton de Lachapelle (Project Manager Communication), Nathalie Rutz (Junior Project Manager Communication ), Susan Fässler (Junior Project Manager Communication), Simone Blaser (Project Manager Media), Patrick Marti (Division Manager Melectronics). Responsible at Wirz: Livio Dainese (CCO), Fernando Perez (ECD), Niels Schäfer (AD), Simon Smit (Text), Alexandra Kaufmann (Graphics), Gael Tran (AD Digital), Petra Dreyfus, Simone Jehle, Marion Schwager, Stefan Schmid (Consulting), Adrian Huwyler, Sascha Djabbari, Aline Herzog (Digital), Nicole Suter (Art Buying), Sebahat Derdiyok (Agency Producer), Thomas Peller, Adina Nehrkorn (Media Realization). Responsible at Wirz Storyline: Adrian Schräder (Senior Editor), Antonia Frind (Content and Community Manager). Responsible at Pumpkinfilm (film production): Scott Picket (Director), Christopher Novak (Producer). Responsible at OMD (media agency): Verena Wider (Digital Team Leader), Wolf Mocikat (Digital Planner).