Switzerland is in football fever

OMD Switzerland and Drop8 connect fans of the Swiss national team with the unique McDonald's 1CHF hamburger promotion with an innovative cross-media DCO (Dynamic Creative Optimisation) campaign.

Football fans and McDonald's fans can once again look forward to the 1CHF hamburger promotion on all match days of the Swiss national football team at this year's EURO 2024. In keeping with this, the score of the Swiss matches will be displayed in real time on the APG|SGA screens in a sophisticated DCO campaign.

The campaign will be broadcast on all of the Swiss national team's match days and started with the first European Championship match against Hungary. A countdown gets the Swiss population in the mood for the kick-off of the match. The centrepiece of the campaign is the real-time integration of the score into the advertising media via a live feed, which plays dynamic messages depending on the score of the national team and thus gives the campaign additional relevance. In a third phase, the communication is dynamically adapted to the final result.

«The campaign by OMD Switzerland and Drop8 for McDonald's, in close collaboration with APG|SGA, utilises the technically sophisticated DCO approach in an outstanding way, thereby creating a high level of relevance for the target groups. In the future, we will definitely see more realisations of dynamic campaigns that demonstrate the wide-reaching and creative possibilities of our medium.»

Michael Pevec, Head of Programmatic DOOH APG|SGA

Arosa Tourismus makes dreams come true

In mid-January 2024, the Graubünden tourism organisation launched an advertising campaign under the motto #Bergtraum (mountain dream) and is encouraging the public to describe their ultimate dream of a perfect holiday in the mountains. Interested people can use artificial intelligence (AI) to create their own personal dream motif. AI makes it possible to combine the interests, wishes and desires of guests and translate them into dreamlike motifs almost in real time. Within a few hours of its launch, the campaign had already spit out thousands of motifs. The best suggestions are selected each week and presented across all media – including on APG|SGA advertising spaces. For example, a fully customised bus will be rolling through the streets of Schaffhausen. The best #Bergtraum (mountain dream) images will also be honoured with attractive prizes and become a central component of the Arosa 2024 campaign.

The project is the first crowd-generated campaign in Switzerland that is supported exclusively by AI and relies on collective creative power. The video agency Yoveo, part of Team Farner, was responsible for the concept, programming and technical realisation.

Campaign facts
- Formats: eBoard, ePanel, F12, complete transport design
- Language region: German-speaking Switzerland
- Campaign period: January/February 2024

Marion Schmitz, Deputy Tourism Director and Head of Marketing & Communication at Arosa Tourismus says:
"By using artificial intelligence (AI), our #Bergtraum campaign enables all mountain enthusiasts to turn their ideal mountain holiday into images with just a few words or sentences. We use the power of outdoor advertising to bring the diversity of these visions to the world. Whether majestic mountain scenery, sports activities, a cosy fondue, après-ski or a bear – the public's multifaceted mountain dreams are given a unique stage on APG|SGA's advertising spaces. In this way, we integrate dreams directly into people's everyday lives and are sure to bring a smile or two to their faces."

Successful 3D implementation on digital APG|SGA screens

It is more important than ever for companies to engage audiences using captivating stories and visual experiences in order to attract people’s attention. 3D Out of Home Media implementations are perfect for this, transforming spots into spectacular experiences that are guaranteed to attract attention. APG|SGA has teamed up with AXA Versicherungen AG to successfully execute the first 3D implementation on digital screens in Zurich main station.

Campaign and aim
To coincide with the start of the 2023 school year, AXA launched its new prevention campaign: “Grösser als gedacht – den Schulweg wie ein Kind erleben” (Engl. “Bigger than expected − Experience the way to school from a child’s perspective”). The aim of this campaign was to allow adult road users to put themselves in children’s shoes and make them aware of the traffic dangers to which children are exposed.

Implementation
Over a period of three days, an elaborately designed, oversized replica of a traffic scenario featuring a giant car as the focal point was constructed on the concourse of Zurich main station. This installation allowed adults to view the world through a child’s eyes and gain a first-hand understanding of their perspective.

To draw commuters’ attention to this special campaign, a 3D “Max der Dachs” waved down at them cheerfully from the large Rail eBoard on the concourse.

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Enthusiastic visitors could have their photo taken alongside the giant car, thereby becoming part of the campaign, with these photos being simultaneously broadcast on digital screens in Zurich main station.

It wasn’t just these 3D spots that attracted a great deal of attention. APG|SGA posters and digital screens in Enge, Hardbrücke, Stadelhofen and Oerlikon railway stations and Zurich main station also successfully drew attention to the campaign.

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Manuela Kohler, Advertising Manager at AXA Versicherungen AG, says:
“The campaign embodies the essential role of Out of Home Media as a dynamic medium in mass communication. We were able to reach a broad target group and raise awareness of our message. The integration of innovations on APG|SGA's digital screens not only underlines the creative evolution of the advertising industry, but also the lasting impact of such approaches on a broad audience with whom interaction could be intensified.”