Development of a pitch for a long-standing company

Witschi Electronics AG

Witschi Electronics AG is long-established company and with 90% market share, places itself as the leader in its sector. To consciously initiate advancement of the company, Enigma developed a strategic communication concept for Witschi.

Ambition

Witschi Electronics AG set itself the goal of finding an agency that could show them what possibilities exist in the areas of marketing and communication for the coming years. The brand’s previous appearance was to be refreshed and modernized. At the same time, the embodiment of their values had to be incorporated via design, color and text. The change process towards modern communication was also part of the mission. Enigma presented the developed approach within the framework of a pitch.

3 pillars of Witschi's success

Strategic vigilance, an ambitious team and
a cross-media communication based on psychology and behavioral research.

Action

Enigma’s goal was to show Witschi how they can create competitive advantages through Enigma’s conscious focus on brand, advertising and digital presence. Enigma positions itself as a strategically and operationally supporting agency.

With the full potential analysis developed by Enigma, competitors and potential market participants were identified and analyzed.

Based on the evaluation of companies, the market and competitors, as well as an in-depth understanding of communication campaigns, Enigma presented three cross-media communication concepts to deliver the gained insights to the specific target groups through the brand message.

Two strategic communication projects and a campaign concept were developed, which could have been used according to the focus of the communication.

Result

Strategic concept A:
“On the top” The beauty of Swiss precision and the dream of being a watchmaker.

Strategic concept B:
“Wardens of precision” Engineered, playful seriousness.

Campaign concept C:
“You know how” Witschi will be presented through their superior know-how.

Strategic concept A

“On the top”
The beauty of Swiss precision and the dream of being a watchmaker.

Strategic concept B

“Wardens of precision”
Engineered, playful seriousness.

Campaign concept C

“You know how”
Witschi will be presented through their superior know-how.

Impact

The full potential analysis provided Witschi with a good overview of its competitors, the market, and in particular, of potential competitors who are not necessarily on the industry’s radar today. The selection of three concepts was based on the intention to communicate strategically and, if necessary, to enable campaign-driven communication.

Credits

Strategy Martin Künzi
Campaign Management Vivienne Thurnherr