Jung von Matt/Limmat for Emmi: All good things come in threes
For Emmi's Pur yogurt, Jung von Matt/Limmat stages the number three in a wide variety of ways. The campaign starts at the beginning of October online and on TV.
Switzerland is the land of the number three. The three Confederates swear the historic oath with three fingers on the Rütli, we greet each other - at least so far - with three kisses, have the Three Lakes Country and save our pension in the 3rd pillar. So it's only logical that Emmi's Yogurt Pure should also consist of three ingredients - yogurt, fruit and a little sugar.
An ode to the Helvetic
This is the story Emmi and Jung von Matt/Limmat tell in the current spot, which has been broadcast in German and French since Monday. It was shot in the summer of 2020 in reportage style on a tour of the whole of Switzerland and with director and ex-Deville writer Patrick Karpicenko. The campaign and the product thus combine the thoroughly Swiss.
A bias for the yogurt
Insights from the collaboration between Jung von Matt/Limmat and Prof. Dr. Johanna Gollnhofer's team on cognitive biases were incorporated into the conception of the spot. (Werbewoche.ch reported). As part of the "Bias-Based Creativity" offer, the extent to which biases can be used for marketing communication on Emmi's Pur yogurt was examined.
The result is the cognitive bias of unusual and thus attention-grabbing contexts. This is because an unusual context helps us to remember information better. "In the case of Pur yogurt, we thus placed the product in the context of surprising things whose common denominator is the number three. We know from research that this can increase the recall of a piece of information by several percentage points," says Christian Omlin, Strategist at Jung von Matt/Limmat and part of the Bias-Based Creativity team. "In addition, of course, there is also the anchoring of the three-part dictum from the packaging to the campaign. That again pays additional dividends in terms of recognition at the POS," adds Omlin.
Responsible at Emmi: Dominik Schärer (Head of strategic CBU projects). Responsible at Jung von Matt/Limmat: Rob Hartmann (Creative Direction), Fabian Zahner, Cla Campell, Jehmsei Keo (Text), Dominique Magnusson, Joana Faria (Art Direction), Christian Omlin (Strategy), Andrea Müller, Andrea Braschler (Consulting). Responsible at Jung von Matt/play: Natascha Imfeld (Art Buying). Responsible at Jung von Matt/services: Fabrizio Rutishauser (Image Editing). Production & Recording Studio: Who's mcqueen picture (production), Patrick Karpiczenko (direction), Filip Zumbrunn (camera), Bloop. Sound and Music (recording studio & music), Tonschliff (sound design & mix). Photography: Nicolas Bruni.