Jung von Matt/Limmat and Züvenirs provided unforgettable memories
With Züvenirs and the promise "The memory that's still waiting for you," Jung von Matt/Limmat and Zürich Tourism made Switzerland curious about Zürich this summer. The multi-stage campaign used the entire range of modern communications: merchandising, experiences, guerilla, PR seeding, influencer marketing, paid social, and OOH.
No one had to miss the lifestyle of Saint-Tropez, Ibiza, Amsterdam, Reykjavik and Istanbul this summer. Zürich Tourism provided entertaining proof that the city on the Limmat unites these summer feelings in a special way. The story started with a diverse collection of souvenirs that created a link between the popular vacation destinations and Zürich. An eye-catching branded truck with market criers then caused a stir in Swiss cities with the Züvenirs. Journalists became aware through targeted PR seeding and reported on the Zurich incognito campaign. Individual Züvenirs were sold out after just a few days.
Loud and confident
Digital ads, multipliers matching the destinations and influencers from very different scenes - from gastronomy to music - presented the possible memories and experiences in the Züvenirs on their social media channels. All online activities led to the content hub Zuevenirs.com. There, users could buy the widely advertised Zurich souvenirs and receive suitable suggestions for their next trip to Zurich.
To reach people where they like to be during a Swiss vacation summer, flanking OOH posters were used at Swiss excursion and vacation destinations. Especially where they were least expected, the subjects drew attention to Zurich as a versatile summer destination.
Cüpli flat rate and co-creation
Finally, each order had the chance to win an adventure weekend in Zurich. For example, Zü-Tropez offered a private boat tour including a flat rate for champagne, Zükjavik an outdoor adventure on an island on Lake Zurich, and Züsterdam a mind-expanding art tour.
The experience weekends took place in late August and early September. "We put the cart before the horse: Started with the Züvenirs, we ended up with the on-site experiences. These now form the bridge to an autumn trip to Zurich. And along the way, we couldn't resist a joke on the Big Apples, Hawaiis and Ko Samuis in other Swiss campaigns," says Martin Sturzenegger, director of Zürich Tourism.
Responsible at Zürich Tourism: Martin Birrer (Project Manager Summer/Area Manager Switzerland, Germany); Janine Rupf (Content Marketing), Nathalie Lüthi (Head of Marketing); Martin Sturzenegger (Director). Responsible at Jung von Matt/Limmat: Anouk Karrer (Text); Regine Cavicchioli (Art Direction); Florence Scherer (Strategy); Marianne Sauter, Valérie Gantenbein, Marianne Sauter, Adrian Haut (Project Management and PR Consulting); Jeremy Fennel, Merlin Obrero, Mutasin Grabenhorst (Graphic Design); Christoph Kinsperger (Executive Strategy Director PR & Content); Carsten Jamrow (Executive Creative Director); Wolfgang Bark (Executive Creative Director); Stefan Naef (Chief Consulting Officer); Cyrill Hauser (Chief Client Officer). Responsible at Jung von Matt/impact: André Heller, Matthias Wobrock, Benjamin Herz (Media Planning). Responsible at Jung von Matt/services: Pepe Kägi, Fabrizio Rutishauser, Jlona Kopf, Desirée Lanz, Chiara Killer (media realization). Responsible at Aroma: Matthias Berg, Tina Sala and team (Roadshow). Responsible at Filmerei.ch: Sven Rufer, Luzius Müller (video production); Lukas Wassmann, Flavio Karrer (photography); Adrian Bretscher, Markus Zehnder, Tobias Weinhold, Atila Ulcay (VJs); Markus Zehnder (editing).
