In the context of the popular petition, «AHVplus», Enigma developed a viral campaign for the CVP with the goal of creating awareness and to move the public opinion to a “NO” with a minimum investment.
On 25 September 2016, three federal proposals were put to the vote, amongst others the popular petition «AHVplus». The CVP party led a campaign for a NO vote.
In a short concept, Enigma developed possible measures which pursued the campaign objectives and were effective additions to the planned measures. In order to ensure the effectiveness possible options were proved systematically within the A/B testing.
With the goal to understand which arguments move people to an interaction and address their emotions, different ads and stories were tested on Facebook and the reactions analysed.
In the second phase, a concept was designed that matched the story which could provoke the wished reaction.
Enigma has developed shortly a story with emotional methodology and a small budget, which implemented in the framework of a viral campaign. Big media players like Blick, TSR and the local media were present on the announced moment and documented and published the campaign. The story was rapidly spread also in the high-circulation free newspaper. The CVP had achieved their wished result of the vote. The action of Enigma was part of the campaign.
STRATEGY: Martin Künzi
CAMPAIGN MANAGEMENT: Martin Künzi
DESIGN: Nicole Christen, Daniele Catalanotto