ARE WE SWISS ALL CRIMINALS? by J. Walter Thompson Fabrikant Zurich for Swiss People

Adsarchive » Promo , Case study » Swiss People » ARE WE SWISS ALL CRIMINALS?

ARE WE SWISS ALL CRIMINALS?

Pin to Collection
Add a note
Industry Public awareness
Media Promo & PR, Case study
Market Switzerland
Agency J. Walter Thompson Fabrikant Zurich
Creative Director Enrico Bachmann, Grischa Rubinick
Copywriter Mathias Bart
Released September 2012

Credits & Description

Category: Public Affairs
Advertiser: SWISS PEOPLE
Product/Service: DISCUSSION FORUM
Chief Creative Officer: Remy Fabrikant (JWT+Hostettler+Fabrikant)
Creative Director: Enrico Bachmann (JWT+Hofstettler+Fabrikant)
Creative Director: Grischa Rubinick (JWT+Hostettler+Fabrikant)
Planner: Imre Sinka (dotpulse)
Copywriter: Mathias Bart (JWT+Hostettler+Fabrikant)
Media placement: Website - Online - 12 April 2010
Media placement: Press Releases - Tages-Anzeiger, Blick, Blick Am Abend, 20min - 12. April 2010
Media placement: Billboard - Outdoor - 12. April 2010
Media placement: Web Banner - Www.msn.ch, Www.20min.ch - 19. April 2010
Media placement: Giant EBoard - Zurich, Central Station - 19. April 2010
Media placement: Giant EBoard - Berne, Central Station - 19. April 2010

Summary of the Campaign
Last spring Switzerland was in a state of exception. Because of international pressure, discussions about Swiss bank secrecy were gaining renewed intensity. The Swiss banks have been neglected with inglorious regularity applicable laws, and the federal government even helped them - obviously without asking its own people.

To give the Swiss people a voice, we established an online platform for direct discussion, called "So are we Swiss all criminals?"
The website www.sind-wir-schweizer-alle-verbrecher.ch has quickly become a recognised forum for direct discussion. Modern technology was a great aid to the old Swiss custom of direct discussion. The forum clearly demonstrated that there was a need for discussion and active participation across all channels.

The result was an outstanding success. Polls were set up, opinions exchanged, and topics generated which shaped the debate. The active use has set off an avalanche; because of the media pressure provoked by our platform, the parliament was forced to make the confidential process transparent. A Federal Councellor stated his early resignation and was therefore bending to the power of the people's voice.

The Situation
Switzerland is famous for its direct democracy and the political system is an expression of its identity. The citizens are used to having a say in all matters that concern their country.

During the crisis of the Swiss bank secrecy, the Swiss people have been ignored. An intolerable situation, because it represented a break with the democratic tradition.

The Goal

It was our strong will to return Swiss people their voices, as well as not damaging the image of Switzerland abroad anymore.
We wanted to rebuild the direct democratic process and defend the Swiss fundamental values. The goal was a debate about the Swiss bank secrecy.

The Strategy
To call the attention of the Swiss population to the new opportunities of influence, we first used a traditional Swiss medium: the outdoor billboard. Along with traditional PR activities, we achieved a huge awareness for our platform by the end of April. That also happened so we could use the current media agenda for our needs.

Execution
In April 2010, two weeks after the intense debate about swiss bank secrecy started, we established an online platform for direct discussion. The website www.sind-wir-schweizer-alle-verbrecher.ch has quickly become a recognised forum for direct discussion. Until the end of June, a wide variety of different materials lead interested parties to the forum in the quickest way possible – posters and adverts, for example, all included a BeeTagg (QR Code).
When photographed with a smart phone, the user was sent directly to the www.sind-wir-schweizer-alle-verbrecher.ch website. Banners and eBoards were also used. Online in particular, involvement was very high.

Documented Results
The result was an outstanding success:

- 4,000 single IP access' per day
- 647 asked forum questions
- 35,000 voting results

Besides the sheer numbers, the impact of our action was much more impressive: With reference to www.sind-wir-schweizer-alle-verbrecher.ch the Swiss media finally brought up to everybody's attention the behavior of the government and banks and their disregard for democracy. Due to the media pressure provoked by our platform, the parliament was forced to make the confidential process transparent. A Federal Councellor stated his early resignation and was therefore bending to the power of the people's voice. In effect, giving power back to the Swiss population.