Leo Burnett lets Central Swiss test the new Mall of Switzerland
Leo Burnett has created an extraordinary launch campaign for the new Mall of Switzerland shopping and experience center.
As part of an agency evaluation, the Mall of Switzerland has decided to work with Leo Burnett. The second-largest mall in Switzerland opens on November 8 with countless stores, restaurants, twelve cinemas, a fitness center, a children's area and the only indoor surf wave in Switzerland. In terms of communication, however, the focus is not on the mall itself, but on its visitors. In other words, no self-reflection, but a clear focus on the experience of each individual customer. "diini mall" is therefore the motto that has been adopted.
In order to establish the claim credibly, the people of Central Switzerland were given the opportunity to have their say before the opening and put the finishing touches to the mall. People in the catchment area were invited to take part in a test day. On over 150 unique posters, advertisements, banners, on the radio and on social media, the mall was turned into the mall of real-life Central Swiss people: for example, the Mall of Switzerland became the Mall of Rolf Meier for an advertising medium, who was invited to register for the test day - and everyone else too, of course.
The response was overwhelming: 3,734 people wanted to test the mall. 50 were drawn by lot and were able to have their say on the test day: Which elevator music should it be? Which beer glass should be used in the restaurants? Which party idea for a children's birthday party do you like? Eight commercials from various tests are available as video ads on Facebook, as banners, on Tele1 and on Testtag.ch to see. And of course the results of the tests and surveys will be implemented at the opening and in the mall in the future. Incidentally, the overall assessment of the test persons was extremely positive.
Responsible at Mall of Switzerland: Jan Wengeler (Center Manager), Ronnie Hürlimann (Marketing Manager), Désirée Baumann (Assistant Marketing). Responsible at Leo Burnett: Urs Schrepfer, Ilija Gautschi, Franziska Pennington, Barbara Hartmann (Creation), David Fischer (CD), Martin Stulz (ECD), Rolf Zimmermann, Christoph Schwarz, Stéphanie Tschanz, Livia Otth (Consulting); Suzana Kovacevic (Art Buying). Responsible film: Jovica (production), Jovica Radisavljevic (director), Oliver Lang (photography). Collaboration on web presence: Open Web Technology. PR cooperation: Creafactory: Claudia Gratz, Werner Schaeppi.
