The new Galaxus campaign plays with car advertising clichés
Galaxus' latest advertising campaign is live. The first wave starts on TV, where the company once again takes aim at familiar advertising clichés.
In the spots, the perfect car is shown in the perfect environment and under perfect conditions. At second glance, the viewer finds himself in an everyday situation: disposing of old glass or in the middle of a night-skate event. The products of the Swiss online retail market leader are, of course, always present.
The first advertising wave has been running on TV since Monday up to and including April 21. In a second wave from April 1 to April 30, the cross-media campaign will be supplemented with online banners and subjects for digital out of home. The subjects will be everyday situations based on the TV spots in the form of short video sequences.
The company collaborated with AMAG Import (Volkswagen) for the TV spot: AMAG provided the car for the shoot and Swiss Volkswagen dealers are showing the TV spots in their showrooms starting today. In addition, the new VW Touareg is the first car with an internal combustion engine to be available on Galaxus from today until April 30. Whether cars will also be offered on Galaxus in the future is still being clarified, according to the statement.
In addition to the new Galaxus ads, new Digitec commercials will also be on TV starting Monday. Once again, the company features actors reciting real customer comments on products from the Digitec range. The community campaign is now in its sixth run in German-speaking Switzerland (first run since November 2017) and its fourth run in French-speaking Switzerland (first run since June 2018).
All new spots can be seen on TV up to and including April 7, as well as online banners, YouTube ads, Facebook, Twitter and Insta-Stories. The spots complement product reviews on posters, hanging boards, eBoards & ePanels, and banners online. Some commentaries, for example the one on the Ink Massacre, appear both on TV and in their classic interpretation as out-of-home ads. What is new about the campaign is that Digitec also takes into account customer comments on past campaigns.
Galaxus Campaign Credits:
Responsible at Digitec Galaxus: Martin Walthert (CMO); Flurin Spring (Creative Director); Sina Harms (Head of Brand Management; Project Management); Julian Stauffer & Sven Mathis (Graphic Concept and Implementation); Alessandro Thüler (Online Media Design); Luca Giuliano, Gesine Gerlach (Media Planning). Responsible at Plan B Film (film and photo production): Chris Niemeyer (script/text & direction); HC Vogel (producer);Niels Vije (producer); Roland Schmid (camera); Marko Strihic (editing);Adriel Pfister (grading);Matthias Kräutli (music); Jingle Jungle (sound design).
Credits of the Digitec campaign:
Responsible at Digitec Galaxus: Martin Walthert (CMO); Flurin Spring (Creative Director); Nadine Widmer (Head of Brand Management; Project Management); Miriam Brack (Art Direction); Severin Keller (Online Media Design); Barbara Schuler (Graphic Production) ; Sandro Hostettler (Digital Marketing); Luca Giuliano (Media Planning). Responsible at Plan B Film (film production): Chris Niemeyer (director); HC Vogel (producer); Tobias Dengler (cinematographer); Jessica Sonderegger (producer); UKO - The Audio Suite (sound design).
