Galaxus is highlighting Switzerland’s cultural diversity with a nationwide out-of-home campaign.
What’s the thinking behind the idea of creating over 50 adverts in 42 languages? In an interview, Branko Nastic (Brand Communications) from Switzerland’s largest online retailer offers exclusive insights into the creation of this extraordinary campaign.
With your new campaign, you’re focusing on diversity and local identity. What was the driving idea behind it?
Branko Nastic: The idea is based on our slogan ‘Almost everything for almost everyone’. Our product range is as diverse as the people of Switzerland, and we wanted to reinforce this promise linguistically by linking it to the many cultures and languages represented in Switzerland. This led to the idea of creating over 50 designs in 42 languages to reach different communities in their own language.
That sounds like a real challenge. How did you manage to craft the messages in such a way that they actually reach the target audiences?
Branko Nastic: We worked closely with Supertext and other cultural experts to ensure that both the language and the cultural references were accurate. We tested the content in advance with members of the relevant language and cultural groups. Our aim was not to reinforce stereotypes, but to develop messages that were relevant, authentic, relatable and also humorous. These range from behaviour, traditions, customs, habits, idioms and rituals to seasonal themes and current events within the respective cultures. We wanted people to think: ‘Wow, how do they know that?!’ – and perhaps even raise a smile. Ultimately, our aim was to reflect the humour of the respective communities in an unexpected and charming way.
How did you actually find out which languages are spoken in which neighbourhoods? I’m sure it involved a bit of detective work.
Branko Nastic: That’s right. We drew on demographic data from the federal government and the cantons and analysed it together with our partners. This enabled us to tailor certain topics specifically to local population groups. At the same time, however, it was also important to us that randomisation played a central role in the delivery of the messages, as our message – regardless of the language – should be understandable to everyone.
How has the campaign been received so far?
Branko Nastic: Where we’ve gained an insight into the communities, the reactions have been overwhelmingly positive: the authenticity and cultural references have gone down well. Many people feel directly addressed. It’s fascinating to see how the campaign is being discussed across a wide variety of platforms, in various forums and private groups. We’re particularly pleased that individual communities are discussing the insights offered by the respective topics and sharing their experiences and views on specific traditions and customs within their own cultures.
Why did you choose out-of-home advertising? What are the advantages of this medium in such a diverse society?
Branko Nastic: In a multicultural society such as Switzerland, it was important to us to achieve a wide reach whilst at the same time addressing local communities in a targeted manner. Outdoor advertising offers a strong visual presence in public spaces, which has a direct impact on people’s everyday lives – regardless of where they come from or what language they speak.