Lindt, a Swiss brand with international prominence, wanted to get the 2010 Christmas season off to a particularly special start. The campaign was to be visible beyond the country's borders including in the core target markets of France, Italy, Spain, England and Germany.
The broad range of products and the brand world were to be evocatively presented to the general public with the first ever Christmas lighting event: Gerry Hofstetter transformed the company headquarters in Kilchberg near Zurich into a spectacular lightshow of seasonal Lindt images. A Lindt Christmas village in front of the company premises enticed the guests with delicacies from the kitchen of the Maître Chocolatiers. Roger Federer, the Lindt brand ambassador, festively opened the first-ever Christmas lighting event and kicked off the event.
In addition to the Swiss population, the aim was especially to bring guests and journalists from the European core markets to Zurich. In addition to differentiated brand PR that saw the typical Christmas chocolate traditions broadly positioned in selected public media in the respective markets, promotional events were staged at highly frequented places throughout Zurich to draw attention to the existing event and encourage people to attend.
A broad residents' campaign involved the immediate residents of Kilchberg in the upcoming event in a very special way. A specifically developed media channel on an online platform kept national and international journalists up to date. The chief Maître Chocolatier gave his tips for an enjoyable Christmas in TV and radio interviews. On the big day, Roger Federer opened the Lighting Show in front of the company building and was available for interviews with national and international journalists and bloggers.
The differentiated approach to the various national and international audiences through multiple channels was highly effective: While some 1000 visitors were expected, about 8000 actually turned up to be enchanted by the Christmas lighting event and to immerse themselves in the multifaceted Lindt context.