Campagne politique – No to Billag mediatax

sgv - usam

Enigma helped the Schweizerischer Gewerbeverband sgv to convey their political campaign message through online channels and bring a multitude of visitors to the campaign’s website.

Ambition

The Schweizerischer Gewerbeverband sgv is Switzerland’s number one economic organization for SMEs. The sgv asked Enigma for assistance in customizing their political campaign message for the Swiss population through online measures and thus to influence the opinions in the vote.

Action

Enigma has developed an online strategy, which included the extensive advertising of a landing page. Specific advertising measures were implemented and newest technologies on  Facebook and Google were used to  systematically get as many visitors to the landing page as possible.

Storytelling

The advert’s design emotionalizes the political subject in a manner that explains the issue easily and clearly, and it has an entertaining character especially on the dialogue based platforms such as Facebook.

A/B testing

Choosing A/B testing enabled Enigma to determine what kind of pictures were best for the different clientele and the different phases of the political campaign.

Impact

During the campaign, it turned out that Facebook advertising caused significantly higher costs per click than the use of Google technologies. By investing the budget deliberately in the most efficient channels, the cost per click could finally be reduced by 92%.

 

Media resonance

The subtly provocative ads caused the newspaper “20 Minuten” to report on the subject and thus the ad received enhanced exposure and influence beyond the used online channels.

Credits

STRATEGY: Martin Künzi
CAMPAIGN MANAGEMENT: Patrizia Lamprecht
DESIGN STRATEGY: Daniele Catalanotto