Advertiser: MIGROS-GENOSSENSCHAFTS-BUND
Agency: Y&R GROUP SWITZERLAND
Category: Websites, Microsites & Banners
Advertising campaign: EVERLASTING T-SHIRT
Screen Design: Julia Miller (Futurecom Interactive Media)
Flash/Multimedia: Lukas Zgraggen (Futurecom Interactive Media)
Flash/Multimedia: Michael Höhn (Futurecom Interactive Media)
Programming: Roberto Eichin (Futurecom Interactive Media)
Executive Creative Director: Thomas Engeli (Futurecom Interactive Media)
Chief Creative Officer: Markus Gut (Advico Y&R)
Client Service: Pamela Gemperli (Allaccess)
Client Service: Barbara Bisko (Futurecom Interactive Media)
Client Service: Tanja Birrer (Advico Y&R)
Flash/Multimedia: Tucev Futurecom (Futurecom Interactive Media)
Junior Art Director: Dominik Sigrist (Futurecom Interactive Media)
Copywriter: Lena Nasdal (Futurecom Interactive Media)
Art Director: Milan Pavic (Futurecom Interactive Media)
Art Director: Sandro Kümin (Futurecom Interactive Media)
Screen Design: Vincent Schaublin (Futurecom Interactive Media)
Outcome
The viral effect worked: the website received on average 2,150 visits per day, 47,387 unique visitors and 365,000 visits in total. The highest count occurred after the marketing by the Migros Newsletter as well as by posts on the fan page. The overall high count of returning visitors reflects the interest of the users sparked by the campaign. 25.9% of all visitors stayed with the campaign until the end and 7,468 users voted for the participants.
Implementation
Making young people feel excited about a washing detergent is not the simplest communication task. So much was clear from the beginning: no rational argument would win the hearts of first time washers. So we directed our efforts to where we anticipated more interest: favorite clothes.
Client Brief Or Objective
Migros wanted a campaign for their brand 'Total' targeted at 'first time washers'.
Execution
Young adults have T-shirts that are of special importance to them. What makes those T-shirts beloved is not only their look, but the experience shared by the T-shirt and its owner. So we connected this love with the brand 'Total' in the 'Everlasting T-Shirt' campaign. We asked everyone to make their favorite T-shirt immortal on our Everlasting-T-shirt website. The users could upload their favorite T-shirt and its story, and then fight for votes. The winner of every category received seven copies of their favorite T-shirt. A TVC-tag-on, banners, print ads, and a spectacular guerrilla action filled our heaven with T-shirts instead of harps.