Advertiser: MIGROS
Agency: JUNG von MATT/LIMMAT
Category: Ambient Media: large scale
Advertising campaign: M-BUDGET HELPER
Executive Creative Director: Alexander Jaggy (Jung von Matt/Limmat)
Camera/Photography: Jan Mettler
Art Director: Bruno Manser (Jung von Matt/Limmat)
Account Manager: Dan Nessler (Jung von Matt/Limmat)
Copywriter: Mateo Sacchetti (Jung von Matt/Limmat)
Copywriter: Samuel Christ (Jung von Matt/Limmat)
Account Supervisor: Thomas Steiner (Jung von Matt/Limmat)
Producer: Philipp Petersson (who's mcqueen)
Graphics: Tenzin Tibatsang (Jung von Matt/Limmat)
Public Relations: Philipp Buehler (Jung von Matt/Limmat)
Web Development: Stephan Meier (Edge5)
Art Director: Wim Roelfs (Jung von Matt/Limmat)
Implementation
First we wanted to know what’s the most annoying thing about festivals. Over 14,000 people voted online. From the results we created services and printed them on T-Shirts. Then we made an offer to our target group that they couldn’t refuse: work for M-Budget and go to the festivals free. The selected became the 'M-Budget Helpers'. Each of them got a T-shirt and was assigned a service to offer for very little money - thus enhancing the experience for every festival visitor.
Outcome
The M-Budget Helpers were welcome at all festivals, and even more welcome were their services. The festival guests enjoyed the interaction with the brand. The T-Shirts became cult items right away. And over 180,000 festival visitors were reached.
Client Brief Or Objective
Migros is Switzerland’s biggest retailer. Its M-Budget products offer unbeatable value and therefore are particularly popular with a young target group. During the summer a vast majority of the target group isn’t in the shops buying M-Budget products but at the festivals. We needed to create a campaign for the summer, that addresses young people and engages them to get in touch with the sub-brand 'M-Budget' and its products.
Execution
The target group competed to become the target group: from over 5,000 candidates, 350 were chosen and became the 'M-Budget Helpers'. They showed to a large audience that M-Budget offers best products for lowest prices - in a fun and engaging way.