Ammarkt creates launch campaign for Livique
On September 3, a new brand was unveiled in Oberentfelden. Toptip became Livique. Ammarkt launches the Coop Group's new brand with a TV campaign.
In September, all stores were converted to the new name and now a major campaign is taking the new spirit of Livique into Swiss households.
With the new name and the associated claim "Live as you live", Livique has once again sharpened its positioning. The focus is on the individual desire for living. This includes the possibility to personalize a large part of the furniture. Livique stands for furnishings that are tailored to me.
The TV campaign in particular shows this in a surprising way. The same apartment is redecorated three times in a single spot. The spot was shot level by level using motion control. Over 4 days, hundreds of camera movements were necessary to capture all the elements, which were then put together in weeks of work in post-production to create a dynamic, fluid film. The most challenging part of the shoot was the animated furniture and accessories that were moved around the set and whose action had to be timed down to the second. According to director Marco Lutz, this had never been done before in Switzerland.
A 44-page magazine explaining and showing the world of Livique was included in the Coop newspaper. Accompanying this, a large poster and ad campaign as well as a social media campaign ensure that Livique's fun-loving message is seen throughout Switzerland.
Initial indicators show that the re-branding and new orientation are attracting new customers to Livique's furniture stores and online store as desired.
Responsible at Livique: Oliver Roth (CEO/Head of Division Livique), Antonis Lambrinoudakis (Head of Marketing and Procurement), Fatima Gmati (Head of Advertising). Responsible at Ammarkt: Thomas Engeli (ECD), Maurizio Galassi (CD), Sandro Tissi (AD), Avsar Yildiz, Aron Herz, (text/concept), Wanda Fründer, Alain Filli, Alessia Ferrari (DTP), Marcel Odermatt (CEO), Patrizia Galassi-Mazzucchelli (BGL/project management), Carmen Fraefel, Fabienne Hutter (consulting). Film production: Shining Pictures, Marco Lutz (Director), Tommy Wildner (Cinematographer), Stefan Bircher (Producer), Gustaf Richter + Gabi Benz (Line Producing), Visual FX (Editing), Not a Machine (Music), Jingle Jungle (Audio). Photography People: Yves Bachmann @ Visualeyes International, Visualeyes (production), Karin Frey (styling). Photography facility: Eugen Leu / Patrick Rohner / Juliette Chrétien Sabrina Zschenderlein, Andri Müller (Styling).
