Behind the scenes
Tops and flops from the comms department: how the Community reacted to our stories
by Stephan Kurmann
Ode to a rechargeable battery
22.3.2021
Translation: Veronica Bielawski
Poetry at digitec? As in verses and rhymes? That’s right! This latest campaign puts the spotlight on the Community’s linguistic genius – see it for yourself on our posters and online banners.
Blue lettering, a white background and a blue frame make up digitec’s iconic poster campaigns. But what’s on the posters this time? Poetic product reviews.
Like the others, this campaign is – of course – only possible thanks to our Community. The messages on our posters were originally product reviews. We were surprised and amazed to see that enthusiasm for technology doesn’t exclude a love of language. On the contrary, it can promote it.
My colleague David Lee has taken the campaign as an opportunity to create little odes to his favourite products in the digitec range. If you’d like to judge some German poetry, you can read his work here.
I think he did a good job. Looks like someone paid attention in school. Here’s an insight into poem interpretation in a typical German class: there you are, trying to figure out what the poet might have been thinking when they wrote their poem. To make matters even more difficult, you then have to determine the «specs» of said poem. Does it feature an enclosed, alternate or couplet rhyme scheme? Is it an iamb, trochee, dactyl or anapaest? And no, these aren’t cities in Eastern Europe or venereal diseases from the 1800s.
Some members of the digitec Community seem to have mastered one skill from their school days: poetic formulation. It turns out that the love for technology and products is truly great. We found some mesmerising reviews and were faced with the difficult task of selecting the most beautiful ones. There’s the worshipping of headphones and praising of monitors; some rave about a mouse, others adulate gaming controllers.
But the Community proves that gloom and disappointment can be expressed through poetry just as well. One product that falls prey to the poet’s wrath is a VR set that causes nausea. And some rechargeable batteries that seem to be a bit big.
You can download all the motifs of our current campaign here as a PDF – in German and in French.
Do you feel we’ve overlooked the best poems about products in our campaign? Here’s your time to shine! Show us your poetic magnum opus or lyrical flair in the comments. We’re looking forward to it.
Martin Jungfer
Head of Content
Martin.Jungfer@digitecgalaxus.chJournalist since 1997. Stopovers in Franconia (or the Franken region), Lake Constance, Obwalden, Nidwalden and Zurich. Father since 2014. Expert in editorial organisation and motivation. Focus on sustainability, home office tools, beautiful things for the home, creative toys and sports equipment.
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