Buy our advertising!
We love our products. So much so that we've given them a completely different look in the new advertising campaign. Because the message on the posters has been reduced, you have to look twice. We're so proud that ten copies of each subject will be available for purchase in our shop.
The first publication of the new campaign with the daringly represented products was in summer 2016. Daring, because to recognise the product, you have to look twice for some of the posters. At root, a contradiction, because the primary aim of posters is to convey a simple message in a clear way. "Classic advertising consists of taking any product and offering it at a bargain price," says Flurin Spring, Creative Director at Digitec Galaxus.
"We've taken a different route and are showing the full extent of our range by selecting beautiful niche products and showcasing them with love. Beauty is, of course, subjective. But with this campaign, we're trying to catch the eye with the formal qualities of the products. A WiFi repeater can also be a very aesthetic object."
We also dared to embark on this project because the results of market research told us that the digitec brand enjoys a high level of brand awareness. "Surveys with retouched posters showed that the blue frame is enough for 80% of applicants to attribute the poster to digitec - without the logo appearing," explains Nadine Widmer, Marketing Operations Leader at Digitec Galaxus. "In my opinion, we are currently using the poster medium particularly well. It puts the product in the foreground and shows a huge range with the phrase "1 product in..."."
Passed work of art in a day
There were mixed reviews of the campaign. Some reacted with incomprehension and could do nothing with the message conveyed. The vast majority of reactions were positive, ranging from "daring" to "this is what sets digitec apart!"One reaction made us particularly happy: the Museum of Design at Zurich University contacted us - they'd like to add the iconic ads to their collection of posters. What an honour!
From October 3, new motifs will be visible throughout Switzerland. And for the first time, the posters will also be visible in Ticino. We have created twenty-four new posters. They will remain in this style: sober visuals and aesthetics with products taken from an unusual angle.
We're not only proud of our products, but also of our advertising. Do you like it too? If you like, you can buy one of the posters. They are held in the F200 vertical format which measures 116.5 x 170 cm.
Take home one of the posters or a voucher
If you don't want to buy it, enter the competition. Have you discovered a digitec poster on the loose? Then take a photo, share it on Instagram and tag us with @digitec_de and hopefully it'll be yours.
If you've been looking really hard, you might have noticed the slight difference from the summer campaign. Now the products aren't even branded, which brings us to the second competition: did you recognise the product pictured? Then send us the product link on Facebook and, with a bit of luck, you could win a 100 digitec voucher!
I'm the master tamer at the flea circus that is the editorial team, a nine-to-five writer and 24/7 dad. Technology, computers and hi-fi make me tick. On top of that, I’m a rain-or-shine cyclist and generally in a good mood.