Behind the scenes
Game on: inspiring vocational training at Galaxus
by Daniel Steiner
«It’s all thanks to Giulia»
20.3.2019
Translation: Patrik Stainbrook
Pictures: Thomas Kunz
They’re an essential part of our character: our campaigns. Currently the billboards, banners and ads can be seen everywhere – outdoors, online or on TV. Additionally, a new Galaxus TV ad debuted this month. Time to ask Creative Director Flurin Spring some questions.
In two sentences: what do you want the general public to notice about the current digitec campaign?
Flurin Spring, Creative Director: that digitec offers an open platform for customers to help each other find the right product. Showing raw, honest customer opinions makes the digitec brand credible and strengthens the connection to our customers.
How does the process work from start to finish?
It varies a lot. Sometimes the ideas just pop up or suddenly fall into our laps. Other times we have concrete targets regarding the core message and the content of the campaign. Those cases can make developing a good concept long and challenging.
With existing campaigns, such as digitec’s Community campaign, we constantly question the current models based on ratings and feedback and adjust individual components accordingly. We adjusted the online presence of our current series, for example; putting more emphasis on accompanying measures such as articles written by our editorial team.
When implementing these ideas, a large part of our work goes towards improving individual components – our Community campaign requires a lot of effort to choose the right reviews. After that, most of our work consists of optimising the production of ad material for various platforms.
What inspires you?
Only one thing: Giulia, who lives in the kitchen on the 5th floor. Everything else is hard work.
What was the most important thing you learned during the last campaign?
Nothing really comes to mind. However, the one thing we always learn again and again: the essential part of a successful campaign is a clear, simple message and a focus on content. A campaign loses its edge as soon as you’ve got too much to say.
How do you manage to be a pirate and surprise us time and time again?
By ignoring established norms or purposefully subverting them.
Patrick McEvily
Communications Manager
patrick.mcevily@digitecgalaxus.chBe it at our warehouse in Wohlen, in our shops or among the accountants: In this jungle that is Digitec Galaxus, I swing from vine to vine, combing through the undergrowth on the lookout for juicy stories.
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