| Title | SWISS NATIONAL ANTHEM |
| Brand | FCB ZÜRICH |
| Product/Service | SWISS NATIONAL ANTHEM |
| Category |
C07. Corporate Image & Communication |
|
Entrant Company
|
FCB ZÜRICH, SWITZERLAND
|
|
Advertising Agency
|
FCB ZÜRICH, SWITZERLAND
|
Credits
| Mark Becher |
Fcb Zürich |
Account Director |
| Mark Becher |
Fcb Zürich |
Strategy Director |
| Dennis Lück |
Fcb Zürich |
Chief Creative Officer |
| Marcin Baba |
Fcb Zürich |
Art Director |
| Flavio Meroni |
Fcb Zürich |
Art Director |
| Manuela Tappe |
Fcb Zürich |
Graphic Designer |
| Olivia Schläpfer |
Fcb Zürich |
Graphic Designer |
| Remy Steinmann |
Fcb Zürich |
Graphic Designer |
| Sören Schröder |
Fcb Zürich |
Copywriter |
| Kelsang Gope |
Fcb Zürich |
Copywriter |
| Emanuel Büchler |
Fcb Zürich |
Film Production |
| Olivier Walther |
Fcb Zürich |
Photographer |
The Brief
The Challenge: In January 2014, breaking news reached Switzerland. Swiss government was looking for a new national anthem and organised a competition to find the right one. We as an advertising agency wanted to take advantage of this opportunity to grab the attention of the entire nation.
The Strategy: We planned to take part in the official competition using our knowledge of the local market. Therefore we firstly asked the Swiss people what they wished for in their new anthem. 23.000 people answered and we brought their wishes to life. With the final version of the anthem, we went public.
Campaign Success
On a special website we gave the Swiss people the chance to take part in the co-creation of the new anthem. It was an anthem by the people for the people. We knew what the people wanted – but by letting them participate we created a huge audience from the very beginning. What made it relevant as a self promotion, was that we used a national event, it was the perfect occasion for a local agency to prove knowledge of the market and to become a little famous in the marketing industry.
Describe the success of the promotion with both client and consumer including some quantifiable results
The new national anthem by FCB Zürich turned out to be Switzerland`s greatest PR stunt of the year. The day after the Swiss icehockey finals, our anthem was everywhere, and people took it as the real new anthem. Within two weeks, FCB Zürich was mentioned in over 150 press articles, featured in a dozen TV shows, and counted 1.6 million visitors to the official Web site. The total reach of the PR stunt was 48 Mio. Contacts worth 2,8 Mio. CHF (Swiss population 8,1 Million).
Explain why the method of promotion was most relevant to the product or service
In Switzerland, there was a once-in-a-lifetime opportunity to create a self promotion: we as an advertising agency took part in a official competition to create the new Swiss National Anthem. Apart from the fact that we truly wanted to create the winning anthem, we used this event to promote ourselves – if we can get the attention of the nation for ourselves, we will surely also get it for your product. This is how we used this selfpromotion to approach potential clients. And by the way, after the PR stunt, many new clients directly approached us.