When toys move
Franz Carl Weber moved to Bahnhofplatz 9 shortly before the end of the year. To publicize this move, Match Communications has implemented a multi-pronged campaign.
Probably Switzerland's best-known toy store moved from its longstanding location on Zurich's Bahnhofstrasse to Bahnhofplatz 9 shortly before the end of the year and opened its new premises there on December 27.
To duly publicize this move over the festive period, Match Communications implemented a massively focused, multi-pronged campaign. In the store at the old location, customers received a flyer at the checkout pointing out the new address. Since Friday, posters and a megaposter have been providing information throughout the city. And on December 27, the official moving day, highly visible red bear paw tracks led from the old to the new location.
Users of public transport are made aware of the move by hanging boxes and by ePanels in the stations. Digital screens at various locations in Zurich additionally spread the message.
In addition to the key visual, which unmistakably takes up the red-dominated Franz Carl Weber identity, an elaborately staged short film was developed that illustrates the move in a surprising way: Toys independently organize their move to Bahnhofplatz 9. They walk, roll, drive, hop, hop, crawl or fly along Bahnhofstrasse to the new location and put themselves back on the shelves there. The extraordinary spot can be seen on Facebook and Youtube.
Responsible for Franz Carl Weber: Yves Burger (Management). Responsible at Match Communications: Michaela Dominguez, Christian Staub. Film production: Swissfilm. Media: ZipMedia.
