Jung von Matt/Limmat: Content Buzz for M-Budget
In 2019, the M-Budget brand will continue to distribute light-hearted content that is not meant to be taken seriously. The aim is to sweeten everyday life with a bit of ironic humor. Jung von Matt/Limmat implemented various measures for the social activation campaign.
M-Budget was on site at seven festivals with the M-Budget Zone and raffled tickets in advance. By asking "festival oracle" Charles Nguela, fans could win tickets for the festivals. It was not uncommon for the questions Charles answered to be offbeat.
In addition, the brand was the presenting partner of the Street Parade this year. For this, Jung von Matt/Limmat reinvented the game "Snake" for Generation Y. In the game, the "Rave Caravan" moved through the players' smartphone. Whoever collected the most dancers could win admission to M-Budget's Love Mobile at the Street Parade.
The "Comment Match" is another game in which comments from the Migipedia world have to be assigned to the correct M-Budget product. It will be held a total of four times, with Migros shopping vouchers and, at the end of 2019, a travel voucher as the main prize.
Over the course of the year, there were other content formats, such as the Fakespirations - wisdom for everyday life that doesn't really help at all and thus takes the #inspiration posts on social media for a ride.
The Fakespirations are intended to convey that everything is easier to bear if you don't take it too seriously. The social media campaign is rounded off with mesmerizing animations.
In addition to the inspiration and festival specials, Jung von Matt/Limmat implemented a new visual world for M-Budget. The images should not appear arranged and artificial, but directly and honestly convey that M-Budget is a constant companion in the everyday life of Swiss youth.
Responsible at the Federation of Migros CooperativesNadine Hess (Head of Brand Management); Franziska Coninx (Head of Private Label); Marina Frei (Brand Manager M-Budget); Anna-Greta Kohli (Project Manager Digital Platforms); Jana Figuglio (Editor Social Media); Valeria Marra (Project Manager Media); Philipp Kuonen (Project Manager Sponsoring & Events); Corinna Aeberhard (Project Manager Sponsoring & Events). Responsible at Jung von Matt/Limmat: Adrian Merz (Creative Direction); Ennio Cadau, Cenk Korkmaz (Text); Regine Cavicchioli, Jannic Mascello (Art Direction); Jeremy Fennel (Graphics); Merlin Obrero (Graphics & 3D); Ales Kozina, Stephan Schmid (Web Development); Fernando Gort, Valeria Vuckovic (Consulting); Nick Schoberth (Client Director). External partners: True Story(pd/as); Alexander Coggin (photography).
