Farner Consulting wins the Goldbach Crossmedia Award 2021
With their campaign "My AUTOgram", which they realized for auto-schweiz, the Farner Consulting agency was able to convince the jury of experts.
For the 17th time, the Goldbach Crossmedia Award was presented this evening as part of the Best of Swiss Web Award Night. In keeping with the BAG-3G event concept, the best cross-media campaigns of the year were celebrated in the Samsung Hall.
The 13-member jury of experts was again spoiled for choice this year. The case "My AUTOgram" finally won the race.
"Mein AUTOgramm" is a commitment of auto-schweiz, the association of Swiss automobile importers. With its communication measures, auto-schweiz wanted to show that individual motorized mobility is the driving force behind our lives. For this purpose, Farner Consulting developed an integrated campaign that uses the need for freedom associated with the car as an emotional anchor: Namely, the freedom to do things spontaneously and go your own way. On the specially developed Content Hub, the many facets of the car were packaged in entertaining stories, car-life hacks as well as ideas for road trips. The most important element of the content-centric campaign was the reality format "Mein AUTOgramm," in which Swiss celebrities duelled each other by car stop to get to a common destination. In the autograph hunt, they portrayed Switzerland's relationship with cars and individual mobility.
In addition to the gold winners, the runners-up were also given appropriate recognition. With Zalando's "The Last Run" campaign, Jung von Matt LIMMAT took second place, and Farner Consulting was able to enjoy - the first place on the podium - In addition to the first place on the podium, Farner Consulting also won bronze with the "Back to Business" case for the Swiss Federal Railways (SBB).
Due to its great popularity, the 2021 Audience Award was also presented. For several weeks, the Swiss advertising industry was able to vote for their favorite campaign. More than 1,000 people cast their votes, with the most online votes going to the launch and digital app marketing of "frankly" by Zürcher Kantonalbank. This case was jointly realized by Jung von Matt LIMMAT, Webrepublic and The House Agency.