| Switzerland votes for a new capital |
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Results of the spectacular voting campaign
The campaign caused a sensation across Switzerland: at the beginning of the year, posters in Basel, Bern, Geneva and Zürich announced the vote for a new Federal capital. The promotion ("Switzerland votes for a new capital") was masterminded by Affichage Holding, which also owns APG. The company launched the poll as part of the Affichage Innovation Projects. The campaign, recently shortlisted for the Crossmedia Award 2007, is likely to be rated in future as a prime example of effective mobile marketing. It proves that the integrated combination of posters with eBoards, SMS voting and an Internet presence significantly enhances the effect of the individual measures and emphasizes that the Affichage Group is the partner of choice in matters of integrated out-of-home advertising.
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High contact figures
The success of the campaign developed in collaboration with the Publicis advertising agency in Zürich, Mobile Technics in Biel and other partners is confirmed by the results. The innovative combination of different modes of advertising has been proven to achieve maximum impact and synergy effects. No fewer than 7,270 people answered the call to the polls and responded with 13,547 SMS votes (CHF 0.50/SMS). The website www.neue-hauptstadt.ch registered very high access rates with 49,718 visitors and 106,060 page impressions. The vote for a new Federal capital was hotly debated in the media; many newspaper, radio and TV reports covered it, both in Switzerland and abroad, in addition to countless letters to the press, postings in forums, blogs, etc.
Broadside effect
The outcome of the pre- and post-test evaluation of the campaign, whose results were published recently within the scope of a dissertation at the University of Zürich, is equally astonishing. 83.7% of respondents said they liked the campaign or were enthusiastic about it. There was also a significant increase in eBoard awareness (over 15%), while the acceptance of SMS as a tool for active participation in competitions and surveys grew by more than 32%.
The detailed results exceeded even the initiators’ lofty expectations by a significant margin. The APG sales team and project manager Christof Hotz are available to answer any further questions. A pleasant side-effect of this exceedingly successful campaign was the donation of the entire net profit from the SMS service to the street magazine Surprise in Basel (the new capital city, according to the poll). The check for CHF 3,500 was handed over a few days ago during a little ceremonial event in Basel
Event in Basel: After congratulating the Basel president Eva Herzog for the election of „New Swiss Capital“ the street magazine Surprise was donated by Affichage a check over the sum of CHF 3'500.- out of the SMS-revenue of the project.
On the photo(from the left):Christian Senn, APG-director Swiss nord-west; Hans Ulrich Kunz, president Verein Strassenmagazin Surprise; Christof Hotz, project manager Affichage; Dr. Eva Herzog, president of Basel; Marlise Haas, Sales Street magazine Surprise; Robert Heuss, Staatsschreiber Basel.
(photo: Werner Blatter)
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fact no. 7 |
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poster campaigns so far have been tested by PPI for advertising impact |
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