In the anniversary year, however, it is not the birthday child who receives presents - but the audience. On 22 March, all visitors received a box of chocolates from Läderach as a small thank you. For Elisabeta Greab, the box contained a huge surprise: a gold ticket for 10,000 Swiss francs. Everyone else was able to toast the winner and the birthday girl with prosecco while listening to piano music.
Sihlcity's landmark, the around 60-metre-high chimney, was transformed into the world's largest birthday candle for two months. Four playful floor markings in the car park turn the zebra crossings into birthday candles. And a small flame now also adorns the chimney in the Sihlcity logo, drawing attention to the round anniversary throughout the year.
Passers-by were also able to win vouchers for Sihlcity on Zurich's most famous squares. To do this, they had to blow out 10 candles on a birthday cake using a specially developed app on an iPad.
The various campaigns were advertised with ads, paid posts and banners in 20 Minutes. Posters, screens and POS measures were also used in Sihlcity. The installation of the candle was anticipated in detail with a picture combination. On 22 March - to the surprise of many - the candle was actually installed on Kalanderplatz.
The website was completely redesigned for the anniversary year. The agency Y7K focused on simply structuring Sihlcity's diverse offering and illustrating that Sihlcity is more than just a shopping center. To set the scene for the pages away from the "mall", Y7K worked with photographers Yves Suter, Jack Pryce, Roberta Fischli as well as cameraman Tobias Kubli.
From 3 to 13 May 2017, the festival will enter its second round with the Sihlcity Street Art & Music Festival. In pavilions on Kalanderplatz, visitors can experience art up close, get to know new brands and get creative themselves. On Utoplatz, a four-storey container tower will be spray-painted by street artist Dourone for a week.
Companies involved: Wincasa/IG Sihlcity (client), Karling (overall management and marketing communications), Y7K (website), Vogt Software (app), Richnerstutz (chimney installation), Läderach (praline gift campaign), IPL (photo), Ansichtsache (image editing), Christinger and Setaprint (POS advertising materials and special advertising formats).