Warning letter, crowdfunding and a recall campaign
The campaign for PAM Advertising's first client called the lawyers of TV channel 3+ into action, and a prototype that was supposedly sent by mistake triggered a recall.
In March 2018, the two advertisers Parvez Sheik Fareed and Miro Pfister launched the agency PAM Advertising (Werbewoche reported). Now PAM has created a campaign for bicycle manufacturer Siech Cycles that positions Siech Cycles as a highly unoriginal start-up (Werbewoche reported). While startups like to pretend they are innovative and technology-driven, the campaign makes no secret of the fact that Siech Cycles only makes bikes, which the slogan "No whacky technologies. No futuristic design." makes clear.
"Most of the advertising doesn't even make it to the level where anyone could think it sucks," Sheik Fareed said recently in the NZZ am Sonntag. Whether or not this campaign goes beyond the "think it sucks" stage, PAM Advertising leaves it up to potential bike buyers and critics.
With a dash of humor, social media posts highlight Siech Cycles' unimaginativeness and lack of innovation to draw attention to the reduced bikes. According to a statement from PAM TV, 3+ found the post comparing the contestants of the TV show "The Bachelorette" to the bikes less funny, which led to a warning from 3+'s lawyers and the post being stopped.
Postcards are also available as advertising material in various pubs and stores. On the front, trivial motivational slogans are emblazoned as they are known from the start-up world. On the back of the card, the motivational slogan is shamelessly transformed into a Siech Cycles purchase recommendation.
In order to emulate the image of the innovative start-up after all, the double saddle was launched - an invention that was not entirely serious. The call for funding was launched via crowdfunding. Among other things, supporters were offered discounted bicycles from the current collection.
In addition, a person who purchased a bicycle was sent a prototype, supposedly by mistake, in order to then draw attention to the name Siech Cycles again in a targeted recall campaign. As compensation, the person received a second bicycle as a gift in addition to their original order.
Responsible at Siech Cycles: Reto Hauri, Nick Huber (Management). Responsible at PAM Advertising: Parvez Sheik Fareed, Miro Pfister (creation, strategy, consulting).
