Balexert launches its sales campaign with a loud fanfare

Balexert

The famous Swiss shopping mall Balexert called upon Enigma Strategy & Branding’s expertise to reinvigorate its longtime print advertising campaign for sales.

In January, think of… yourself!

The program includes: 115 stores to get good deals, three weeks of sales by email from 7 to 25 January, 2 weeks of flash sales, from 14 to 25 February, and a large clearance sale with 70 percent discount from 28 January to 1February 2014.

On this occasion, the largest shopping mall in Western Switzerland launches a print advertising campaign full of humor and tenderness. Balexert played with established codes, and adopted an off-the-wall humor for its first poster campaign of the year.

Our poster: between tenderness and playfulness

Balexert is a place where you treat yourself, where you enjoy yourself, so much that you can forget everything, including what you shouldn’t forget: your kid! It’s a mall where you spend a bit more time than you intended, because you feel so good. Enjoy the season sales at Balexert!

Sublime photographs

Balexert wanted to break away from traditional red posters that mark the season sales. The design of the new print advertising campaign was inspired by the work of American photographer Jill Greenberg, a talented artist known, among other projects, for a 2012 series of photographs staging crying children.

Balexert’s new advertising agency, Enigma, organized a photo shooting in November 2013, with Geneva-based photographer Sandra Pointet and under artistic direction by Benoit Chevallier. Five children three to five-year-old children—all amateurs—agreed to be in the shooting with their parents. A few drops of sugared water, and light make-up changed their facial expression. They were greeted with books and toys, and had a hard time leaving the set. They have excellent memories of this experience.

Close up on one poster of the print advertising campaign
Close up on a second poster of the print advertising campaign
Display of the second poster of the print advertising campaign in the streets
Display of the first poster of the print advertising campaign in the streets
Display of a third poster of the print advertising campaign in the streets
Display of the second poster of the print advertising campaign in the streets by night
Display of a totem continuing the theme of the print advertising campaign in the shopping mall
Display of a banner on a parking barrier continuing the theme of the print advertising campaign
Front page of a local newspaper about the print advertising campaign
Newspaper article dealing with the print advertising campaign
Kiosk advertising for the controversial print advertising campaign
Advertising inserts in a newspaper continuing the theme of the print advertising campaign
Advertising inserts in another newspaper continuing the theme of the print advertising campaign
Other advertising inserts in a newspaper continuing the theme of the print advertising campaign
Display on several screens of a poster from print advertising campaign
Sample of reactions online to the controversial print advertising campaign

Credits

STRATEGY Olivier Kennedy