Basel provokes Zurich - and vice versa
Leo Burnett Switzerland has developed a photo contest for Local.ch.
With 42 million search queries per month, Local.ch is the number one directory service in Switzerland. The anchoring in the market is also based on the proximity to the target group, which is already in the name. The idea of "by locals for locals" is now getting a new boost with a special photo contest that Leo Burnett Switzerland developed for its new client.
It's all about putting your own town, village or home region in the best light, putting these photos on Localplaces.ch and push them via social media. The online-only campaign follows the insight that people are living out their "localism" more than ever before and like to advertise their home to others.
The subjects thematize the notorious rivalry between Basel and Zurich. Accordingly, different banners are played out via geo-targeting in the Zurich region than in the Basel region. In a second wave at a later date, the communication will be extended to the whole of Switzerland.
Responsible at Local.ch: Monica Muijsers (Head of Digital Editorial), Chantal Landis (Project Management). Responsible at Leo Burnett Switzerland: Axel Eckstein (ECD/Text), Christian Bircher (CD), Stian Bugten (CD Digital), Alba Rau (AD), Dominik Mätzener (Consulting), Suzana Kovacevic (Art Buying), Martin Ottinger (Image Editing), Fabian Unternährer (Photography).
