Anyone looking at products in the online shops of Melectronics, Do it + Garden, Micasa, SportXX or Bike World is asked via a pop-up window whether he or she would like to receive video advice. With one click, the user is connected live via video with an advisor in a store. Using a tablet installed on a mobile stand, the advisor can move around the store to the desired location and demonstrate products live and answer customers' questions.
According to overall project manager Granit Tetaj, the innovative concept will enable a unique shopping experience: personal advice from home - until 10 p.m. "The response from our clientele has been overwhelming, the service and personal interaction is very much appreciated."
Now the action is being promoted with a 360-degree campaign: In it, "human tripods" are being consulted in the various branches. These consist of a rolling tripod with a tablet on which the head of a customer is superimposed. The Publicis creatives were inspired by the technology that is actually used for video consulting. For the cinematic realization, director Kasper Wedendahl and his crew shot the customers' reactions at the same time as the consultation scenes and played them out live on the tablets - to get a perfect interaction between consultant and customer. "I think we managed to explain this innovation of the specialist stores with the Migros charm and a certain lightness," says Matthias Koller, Managing Director of Publicis.
In addition to a main film in which all specialist stores appear, the individual specialist stores advertise with online video ads, display ads and social media ads, among other things. In addition, various digital and offline owned media of Migros and its specialist stores are used.
Responsible at Migros Fachmärkte: Silvia Girtanner (Strategic Marketing), Christina Gelmi (Strategic Marketing), Flurina Widmer (MarKom melectronics), Simone Blaser (Media), Irene Ackermann (E-Commerce), Granit Tetaj (Corporate Development - New Business GMAA). Responsible at Publicis: Matthias Koller (Managing Director), Peter Brönnimann, Pablo Schencke, Cosima Pereira Köster (Creation), Martin Stauch, Nils Maeder (UX), Daniela Steffen, Katja Klee (Consulting), Suzana Kovacevic (Integrated Producer Prodigious). Responsible at Team Prodigious: Pre press, litho, image editing, motion, programming, realization and production consulting. Film Production (Pumpkin Film): Kasper Wedendahl (Director), Sonja Brand (Executive Producer). Photography (Sebahat Film + Photo): Gian Paul Lozza (photographer).