Jim & Jim creates social media campaign "Road to Russia" for Swiss Life

Jim & Jim developed the social media campaign "Road to Russia" for Swiss Life around the Swiss national football team's World Cup qualification.


The focus was on competitions to activate the community, live content and unusual footballer insights. The measures were aimed at raising awareness of the pension provider's commitment as a sponsoring partner of the national football team and at the same time increasing its reach on social media. In addition to conception and project management, Jim & Jim was also responsible for implementation.

The campaign aimed to position Swiss Life more strongly as a proud partner of the national football team and to generate more attention for its sponsorship commitment in social media. For the campaign, the agency specialising in storytelling and NextGen Marketing produced, among other things, refreshing player stories and interviews beyond conventional football talk: Instead of strategy or match preparation, fitness tips, unexpected talents and special rituals of the Swiss national players were asked and presented in an entertaining way. Fans enjoyed personal questions such as "who is the team daddy?" or "who is the most unreasonable person in the team?" as well as the players' likeable answers.

Jim & Jim also used Facebook competitions to activate the community and encourage content generation. Prizes included tickets to qualifying matches, seats on Swiss Life's red sofa, the role of ball carrier and Swiss national team merchandise. Thanks to the great commitment of Swiss Life's followers and the Swiss football fan community, the prize draws were very popular and triggered exclusively positive reactions.


The campaign was rounded off with atmospheric images captured on match days and provided as exclusive insights for viewers through ad-hoc posts and live broadcasts. The "Road to Russia" campaign was played via the Facebook channel "Superfan Moments" and Swiss Life's Instagram channel.

Responsible at Jim & Jim: Andrin Buchli (overall management, concept and project management), Nadine Sperb (concept and project management), Virginia Waldburger (art direction), Federico Zanini (project collaboration). Responsible at Swiss Life: François Foucault (Head of Sponsoring & Events), Gülin Sengül (Project Manager Sponsoring and Events), Martina Bihr (Project Manager Sponsoring & Events).

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