The House for Cembra: astronauts, loud TV and triplets
In chats, people communicate briefly, crisply, and of course with emojis. The new campaign of The House uses this form of communication to place the credits of Cembra in compact storytelling with a lot of flexibility and mileage.
In The House's new campaign, Cembra brand ambassador Christa Rigozzi answers questions about further education, housing and mobility. Depending on the formats and channels, the chats are also used separately from her.
In addition to the first integration of the Cembra CI/CD, which was revised by Metadesign, with color gradient, new typography and adapted logo for more Swissness, the new campaign makes fast and adaptable storytelling possible. Special care was taken to ensure that the campaign can be flexibly tempered to suit the touchpoint and target group. The focus remains on the three core topics of further education, living and mobility.
This intensively used form of communication sets learned attention triggers in the target groups. The chatboxes as stages with emojis as amplifiers should bring various advantages on both static and moving image formats - from a high recognition value to the possible use in small formats and on mobile.
In the further course of the campaign, dynamic ads are placed via a messaging, trigger and targeting system. The landing pages are constantly optimized using A/B testing and expanded with new features in a second step.
The campaign launched on Monday with TV, billboards, digital posters, large-scale online branding formats and will run in various flights throughout the year.
Responsible at CembraJerry Fohringer (Managing Director B2B); Claudia Zeller (Head of Marketing & Sales Support). Responsible at The House: Grischa Rubinick (Executive Creative Director); Sascha Borsai (Creative Director Text); Roger Dobmann (Senior Art Director); Ritiane Da Cassia Zimmerli (Digital Art Director); Carolin Wiedemann (Senior Art Director); Laura Jaggi (Junior Art Director); Nico Podgorny (Director Consulting); Romina Plesca (Junior Consultant); Sebahat Derdiyok (Agency Producing). Film: Shining Pictures, Noël Dernesch (Director). Photography: Per Kasch.
