Kind regards and UBS promote the Spengler Cup app
UBS has been committed to the Spengler Cup Davos, the sporting highlight at the end of the year with worldwide appeal, since 1985. UBS has commissioned the Zurich agency Freundliche Grüsse to develop various communication measures around the Spengler Cup app.
The focus was on the new "Best Player" feature, which for the first time allowed fans to determine the best player on each team during the game. This privilege was previously reserved for a team's coaches. Every participant who voted via app had the chance to win 250 grams of gold. Friendly Greetings developed a key visual for this, which surprisingly dramatizes the new "Best Player" feature: A field hockey player in rapid motion on the ice rink. Behind him, two other players are chasing the puck. A winner's podium rises from the ice surface, which awards the player Best Player during the game.
The Spengler Cup app was promoted in the stadium by means of entertaining ice hockey facts on fan clapping and on social media with numerous video clips containing ice hockey insider knowledge. Because if you know your stuff, you can use the Spengler Cup app to determine the best players.
The campaign had an impact: The Spengler Cup app was ranked number 1 in the Swiss App Store charts in the sports category during the Spengler Cup.
The campaign included classic measures such as F12 posters, advertisements, rail posters, fan clapping and moving image implementations. Digital advertising included sponsored posts on social media and display ads on Zattoo.
Responsible at UBS: Jonas Karpf (Head of Cultural Sponsorship Switzerland), Preethi Nair (Project Manager Spengler Cup Davos), Oliver Vedolin (Head of Content Marketing & Dialogue), Joël Frey (Content Marketing Specialist), Fathima Ifthikar, Andrea Zelic (Social Media Manager), Stefanie Fehr (Project Manager Internal Communication), Larissa Mörgeli (Project Manager Digital Marketing). Responsible at Friendly regards: Pascal Deville, Samuel Textor (Creative Direction), Res Matthys (Text/Concept), Nadine Mojado (Art Direction), Maude Mahrer (Graphics/Illustration), Stefanie Schmid (Consulting), Mathias Lingenhel (Motion Design). Photo Production: ALL IN Production, Jonathan Heyer (photographer). Lithography: Matter of opinion.
