Experience Marketing

What it's about

local.ch commissioned CoRelation to stage the phone book at the exhibition «Das begehbare Buch» in Zurich's Seefeld district. Under the motto «Helden des Alltags», the phone book was given a stage in its own room and offered insight into its 130-year history. The presence was supported by a broadly based online and print campaign. Together with our partner network, we implemented all measures — from concept to the complete solution — in just three weeks.

Challenge

Behind every phone book entry there is a person with a story. The goal was to make these everyday heroes visible and to tell their stories vividly. For this we developed a campaign that directly involved the audience at the Villa Mainau: visitors could enter their own stories via a specially developed online application and publish them on the accompanying website.

Result

The campaign combined exhibition, events and digital platforms into a unique experience. Celebrities from music and literature added further accents. A web application and website, flanked by print and online campaigns, a Facebook page as well as targeted media relations and a media conference, generated nationwide attention. Four films documented the exhibition and reinforced the impact lastingly.