Best of Swiss Web Award 2024: Webrepublic Wins 6 Awards with CSS Versicherung and Migros

Health insurance premiums for basic insurance have risen sharply over the past year and Swiss households have become increasingly interested in switching. To convince new and existing customers of the benefits offered by CSS Versicherung, Digitas, Webrepublic and Hutter Consult worked with CSS to use artificial intelligence in creation and media for their 2023 fall campaign. The holistic, user-centered approach was applied across all touchpoints. A revolutionary step in insurance communication that perfectly serves every individual user behavior.

All set goals and KPIs were exceeded. In figures: 300 million impressions were generated, 37% more quote requests were recorded and 45% more contracts were concluded.

The project won a Best of Swiss Web Award in three different areas: we took home silver in the Performance Campaigns category and a bronze medal in both the Business and Marketing categories.

Involving its customers in decisions is part of Migros’ DNA. In order to involve young customers in the product development process, Webrepublic and ZEAM developed the mini-cookies crowdsourcing campaign for M-Budget: A multichannel campaign that was distributed across Switzerland in three languages over several months and was created together with over 30 creators.

Users were able to vote on which new mini-cookies flavor should be launched. Authentic content aimed at Generation Z was played out on TikTok, Instagram, YouTube, Twitch, Pinterest and Snapchat.

The engagement rate of over 20% during the voting phase and over 192,000 voting results confirm that the chosen channels were the perfect fit for the campaign objective. In total, more than 44 million impressions were generated on social media and more than 2.9 million interactions were achieved on TikTok, Instagram and Snapchat. The product launch was also a complete success: in the first two weeks after the product launch, twice as many mini-cookies were sold as planned.

At the Best of Swiss Web Award, the M-Budget Mini-Cookies won a bronze medal in the Marketing category and another one in the Brand Experience category.

The classic paper brochure has been a key advertising medium for retailers for decades—and Migros is no exception. However, in order to continue to reach the core target group in the face of increasing fragmentation, new channels must be explored. As a first mover in Switzerland, we used Meta’s Digital Circular ad format for Migros. Software engineers, feed specialists and creatives from Webrepublic and Wirz worked together to ensure that users can scroll through Migros’ current offers directly in the ads on Facebook and Instagram. The new online format was updated weekly, personalized and enabled the identification of the most clicked offers through extended tracking options.

The results were impressive: the digital circular advertising format generated an offline ROI of 19% and 15% more in-store purchases.

The campaign was awarded bronze in the Performance Campaigns category at the Best of Swiss Web Awards.

EuroDreams, the new product from Swisslos, is revolutionizing the lottery world by appealing to a younger target group digitally for the first time. The challenge was to win over Generation Z to the newly launched brand and product. The solution: an innovative approach that goes beyond the traditional lottery concept. The result was a media campaign developed and implemented by Webrepublic, Unic and Wirz, which was able to effectively attract the attention of young customers through the targeted use of a channel mix of traditional and digital media. The central idea is convincing thanks to its creativity and emotional appeal to the target group, which is addressed across all touchpoints.

A key success factor of the campaign was the high proportion of entertaining video content and other visual elements as well as the intelligent linking of the app, website and points of sale. In the first flight of the campaign, a brand uplift of 7.1% and 38,000 app downloads were recorded.

For the EuroDreams campaign, we only just missed out on a place on the podium—but we are still proud of the campaign. ;-)

Header photo: Best of Swiss Web, Eduard Meltzer