Dachcom: St.Gallen dances the "Schüga Shake

Spring is here and with it the desire for a cool beer and a party - all the more so after a year like this. To make Schützengarten's classic lager a "favorite choice" among the younger target group as well, Dachcom developed a song for the brewery. In collaboration with MM Motion Pictures and music producer Dodo, "Schüga Shake" was created.

"Schüga" is what St.Gallen residents have always affectionately called their Schützengarten beer, and since last year's campaign, the term from the "folk vocabulary" has now also come into focus in the official communication of the Schützengarten brewery.

The music video for the song was shot at various locations in and around St.Gallen. The protagonists are a colorful mix of professional dancers and spontaneous performers cast on the street. The song and video convey a concentrated load of good mood and should encourage people to enjoy the moment and dance along to the "Schüga Shake".

Central campaign hub is the landing page Your-schüga.ch. The music video is shown there in full length, alongside promos and user-generated content. Various paid ads with short clips from the music video appear on social media, as do animated banner formats, target group-specific radio spots, a TV spot and, in the second campaign phase, DOOH formats with the short clips. Further measures such as events are planned over the course of the summer, depending on current regulations.

Responsible at the Schützengarten brewery: Roger Tanner (Head of Marketing & Services), Nadin Buschor (Marketing & Communications). Responsible agency: Dachcom.