In the hectic pre-Christmas period, the many Christmas adverts are once again competing for attention and the well-intentioned Christmas cards are piling up in the wastepaper basket. In order to stand out from the crowd, construction machinery dealer Avesco, which is primarily known for the US brand Caterpillar, came up with the concept for a special kind of Christmas campaign.
The Christmas campaign consists of presenting something that has never existed in this form before: probably the biggest Christmas güetzi in Switzerland.
"We want to surprise our customers with something special, put a smile on their faces and attract positive attention - in our industry and beyond. In the recipe video, we show how spectacularly we baked this Güetzi: With the help of our machinery," says Avesco Marketing Manager Philipp Pongracz.
The CEO of Avesco, Marcel Rüfenacht, guides us through the film with a good dose of self-irony as the boss in the baking studio.
Integrated measure: digital and as a Christmas present
The Christmas campaign is designed as an integrated measure: it is played out with the video on social media and the giant 26-centimeter-diameter Güetzi are sometimes presented to customers as a Christmas gift.
In addition to raising awareness among existing and potential customers, other aims of the campaign are to strengthen the emotional bond with the Avesco brand and to convey the tongue-in-cheek message that the company does not take itself too seriously and also implements unusual projects for its customers with courage and boldness.
The idea for the Christmas campaign originated at Avesco, which refined the concept together with the Bern-based video production agency Boff. Avesco's in-house construction machinery mechanics made the special baking utensils, such as a drill whisk, dough kneading attachment for handling excavators and a large excavator cookie cutter.
Responsible at Avesco: Philipp Pongracz (Head of Marketing, Concept/Idea). Responsible at Boff: Yves Farine, Alejandro Ortega (video production).