Effie Awards Switzerland 2024: These are the first four silver projects

The Effie Awards Switzerland are organized by Leading Swiss Agencies, the association of Switzerland's leading communications agencies, and recognize the most effective marketing campaigns of the past two years. For this year's edition, 59 jury members selected 34 outstanding campaigns as finalists in the first round of judging. m&k was there and gained various insights from the jury (Markt-kom.com reported).

From these 34 campaigns, 20 jurors have now awarded a total of 24 campaigns with metal in the second round of judging. The judging took place under the direction of jury president Peter Felser and the Effie management.

Which 24 campaigns have won will be m&k will be unveiled in various stages over the coming weeks. The 2024 winners will be celebrated at the award show on November 13.

After the bronze winners have already been announced, this week we continue with the silver winners. The winners are campaigns by Neu, Farer, Thjnk Zurich and Wirz.

"Zak as a second bank" (Category: Activation)

The campaign differentiated and positioned Zak in terms of communication. This became the basis for exceeding the reference values and communication targets along the customer journey - above all downloads and new customer figures.

Smartphone banks are increasingly popular and the market is growing. The advertising investments of the major players are correspondingly large.

To combat this dominance, the Neu Zak agency has positioned itself via an as yet unused insight that is particularly relevant for the provider: People who use the free smartphone banking service don't have to go to the trouble of changing their bank to do so - because they use Zak in addition to their main bank. This was positioned in a surprising, self-confident way: Zak is the first bank that wants to be second.

The "Get Zak as your second bank" campaign succeeded in exceeding the targets along the customer journey by using a new, sharply formulated insight as a strategic lever, with surprising films and numerous measures across all channels.

• Client: Bank Cler
• Lead agency: New Creative Agency
• Other agencies / companies: PHD Media Switzerland

SBB: "Because life sometimes needs more time, we advertise our jobs from 60%" (Category: Employer Branding & Recruiting)

With the Recruiting campaign applications for open part-time positions increased by 160% compared to the same months in the previous year. 99,960 visits were tracked on the landing page. An average dwell time of 3 minutes and 16 seconds was measured.

Switzerland is facing a wave of retirements, which is accompanied by a shortage of skilled workers. There is also a growing need for a good work-life balance. With this social change, new working models are becoming key. As Switzerland's fourth-largest employer, SBB wants to be a role model, as it relies on employees in all areas. The campaign therefore focused on the 16 hours a day in which people live, using the slogan "Because life sometimes needs more time". SBB is picking up on this paradigm shift from work to private life with the job advertisement from 60%. SBB is thus legitimizing work-life balance requirements and demonstrating that part-time work is worthwhile for everyone. With an increase in applications of 160%, this aspect was successfully emphasized and the shortage of skilled workers was counteracted.

• Client: SBB
• Lead agency: Farner / Team Farner
• Other agencies / companies: Havas Media

Ochsner Sport: "Winter World Cup Campaign 2022" (Category: Timely Opportunity)

For the World Cup in Qatar, the campaign succeeded in turning football into a winter sport in 2022, thereby increasing sales of the football range disproportionately to the competition to Index 344.

The World Cup campaign by Ochsner Sport shows the power of communication even under adverse conditions.

Major football championships are usually accompanied by high sales targets in the football segment. The Winter World Cup in Qatar was no different. But fans buy jerseys to show their allegiance, not to play sport themselves. The World Cup in Qatar restricted precisely this function: The freezing temperatures prevented public viewings and jerseys disappeared under thick coats.

The creative campaign succeeded in turning football into a winter sport and jerseys into a desirable accessory despite the cold season. As a result, football sales at Ochsner Sport were twice as high as those of the competition.

• Client: Ochsner Sport
• Lead agency: Thjnk Zurich
• Other agencies / companies: JBW Media

Switzerland Tourism: "Grand Train Tour of Switzerland: The Ride of a Lifetime" (Category: Activation)

In just six weeks of campaigning, the Grand Train Tour of Switzerland raised its profile (+31.8%), increased train ticket sales (+59%) and established Switzerland internationally as a safe, sustainable and diverse travel destination.

In the face of a post-pandemic multi-crisis, the Swiss tourism industry used the "Grand Train Tour of Switzerland" to reposition itself as a sustainable, safe and diverse destination (Read the exclusive interview with André Hefti and Livio Dainese here). With Roger Federer and Trevor Noah, the campaign combined tradition with modernity to attract international tourists. Despite geopolitical tensions and economic challenges, this strategy resulted in Swiss Travel Pass (STP) sales growth of 59 % and achieved unprecedented growth with a triple return on investment. The efficiency and impact of the campaign led to a significant increase in STP sales (+33 % above target expectation) and a record number of visitors to Switzerland, revitalizing the country's image as an attractive travel destination.

• Client: Switzerland tourism
• Lead agency: Wirz Group

This article originally appeared on markt-kom.com - https://www.markt-kom.com/de/markom/awards/effie-awards-switzerland-2024-das-sind-die-ersten-vier-silber-projekte/