Title	FARM OFFICE
Brand	BIO SUISSE
Product/Service	WORKPLACES OUTSIDE
Category	G03. Single-market Campaign
Entrant	THJNK Zürich, SWITZERLAND
Idea Creation	THJNK Zürich, SWITZERLAND

Name	Company	Position
Alexander Jaggy	thjnk Zürich	Executive Creative Director
Pablo Schencke	thjnk Zürich	Executive Creative Director
Lukas Frischknecht	thjnk Zürich	Senior Art Director
Lukas Amgwerd	thjnk Zürich	Senior Copywriter
Angela Cristofari	thjnk Zürich AG	Account Manager
Anna Magnaguagno	thjnk Zürich	Account Manager
Andrea Bison	Thjnk Zürich	Managing Director
Gordon Nemitz	Thjnk Zürich	Strategy Director
Luc Kämpfen	Ferrari & Kämpfen	Director

Why is this work relevant for Brand Experience & Activation?

The Bio Suisse Farm Office activates the target audience during the pandemic and motivates them to take part in a competition to spend a day working outside in the Farm Office instead of at the home office. The winners were able to experience directly how beautiful it is on Swiss organic farms and that with the organic label Bio Suisse everything really is organic.

Background

Bio Suisse is one of the strictest organic labels in Switzerland and has the goal that Swiss people actively choose organic products when they shop. They also want to become better known in Switzerland and encourage people to live healthily. Therefore, during the pandemic, we were asked to develop an idea that connects people with the brand and creates a positive brand experience. As a target group, all working Swiss people were defined.

Describe the creative idea (20% of vote)

In order to allow Swiss people to get back to their beloved nature and to positively connect people with organic farms and the brand, we invented the Farm Office. We brought people's home office out of the home. For this, we set up workplaces on organic farms all over Switzerland, just like the ones you know from your office, only with a much nicer view. And in the fresh air. People could apply for a day at the farm office through a competition. The winners were then allowed to enjoy all the benefits of the organic office for one day.

Describe the strategy (20% of vote)

During the pandemic, everybody in Switzerland was working from home. Research showed that a large proportion of people missed the beautiful outdoors and would rather have a job in the fresh air. Our goal was to 1) let people get out into the fresh air again and 2) have a positive experience with the Bio Suisse brand and 3) learn that everything on an organic farm really is organic.

Describe the execution (30% of vote)

The campaign started on 29 March 2021 throughout Switzerland. The aim of this online and social media campaign was to get as many people as possible to join in and apply for the day at the Farm office. For the Farm Office Day itself on 23 April 2021, we set up workstations on organic farms all over Switzerland, with everything you need: table, chair, internet and much more. After the day, there was a documentary film about the event, which was distributed online.

List the results (30% of vote)

Over 1000 people applied for the Farm Office Day, which is a great success for a small organic label like Bio Suisse. The campaign received national coverage and we were able to reach 3.9 million contacts and 50,000 interactions. But most importantly, our winners could get out of the home office and into the fresh air of the Farm Office for a day.

Please tell us how the work was designed / adapted for a single country / region / market.

Switzerland is an outdoor country with many farms. People love nature and fresh air. But during the pandemic, you weren't allowed to go outside as much. That's why the work was designed specifically for Switzerland. We also created the campaign for the whole of Switzerland, which means it ran in all three national languages.