Migros: LIGHT PRODUCTS

Credits & Description:

Category: Best Use of Guerilla Marketing in a Promotional Campaign

Advertiser: MIGROS GENOSSENSCHAFTS-BUND

Product/Service: RETAILER

Agency: EXXTRA KOMMUNIKATION

Chief Creative Officer: Markus Gut (Advico Y&R)

Copywriter: Patrick Bucher (Advico Y&R)

Art Director: Fabienne Marcolin (Exxtra Kommunikation)

Account Director: Rémy Müller (Exxtra Kommunikation)

Account Manager: Edi Walker (Exxtra Kommunikation)

: Cem Van Der Schaar

Media Agency: (Omnicom Media Group Schweiz)

Animation: (Boutique)

Projection: (Wedia Visuelle Grossflächenwerbung)

Media placement: Outdoor projections - Major Swiss cities - 18.08.2011



Describe the objective of the promotion.

Léger is the diet food brand by Migros, which is the largest supermarket chain in Switzerland. All of these diet products

contain at least 30 per cent less calories, fat or carbohydrates.

The objective was to dramatize the incredible lightness of the products in the evening, when customers were on their way to restaurants.



Describe how the promotion developed from concept to implementation.

At night, the wholesome products were projected onto houses in every major Swiss city. Léger yogurts, cheeses and cupcakes appeared to be floating gently above people passing by.



Explain why the method of promotion was most relevant to the product or service.

The promo caught customers off guard and reminded them in a surprising way of a light alternative to high calorie late night snacks.



Describe the success of the promotion with both client and consumer including some quantifiable results.

The Léger projections attracted the eyes of night hawks across Sitzerland. Many paused to take pictures or film the floating products with their smartphones. Some clips even have been posted to Facebook walls where they have been shared