Beat Richert
General Manager, PHDiQ Canada

Here’s a great fusion of online advertising, consumer engagement, content and community building:

Switzerland’s retail giant MIGROS decided to promote their latest underwear collection a bit differently. Instead of working with professional models, creative agency Spillmann/Felser/Leo Burnett invited Swiss singles to become models. According to the agency, some 700 singles accepted their invitation and 26 made it through the final casting.

The central piece of this national campaign was a website offering pictures, video clips and personalized email addresses to contact the singles. Personal information on the model’s hobbies and interests made the site even more intimate. Only the complementary information on pricing and where to buy the underwear reminded me that I am not on a social web site but on a great corporate micro site that successfully merged promotional necessity with the reality of the social web