{"id":18062,"date":"2022-11-29T15:47:01","date_gmt":"2022-11-29T14:47:01","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=190734"},"modified":"2024-11-20T07:42:34","modified_gmt":"2024-11-20T06:42:34","slug":"republica-mit-haut-und-haar-fuer-den-sc-bern","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2022-11-29\/republica-mit-haut-und-haar-fuer-den-sc-bern\/","title":{"rendered":"Repubblica: pelle e ossa per SC Berna"},"content":{"rendered":"<p><img class=\"aligncenter wp-image-190745 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/11\/Cases_960x640px_02.jpg\" alt=\"SC Berna\" width=\"960\" height=\"640\" \/>Raramente, se non mai, l'SC Bern ha girato cos\u00ec tante viti nel corso di una stagione. Repubblica \u00e8 stata in grado di influenzare questo processo di cambiamento comunicativo a molti livelli: Dal marchio e i suoi valori al nuovo home kit e all'identit\u00e0 SCB nelle catacombe dello stadio, fino allo spettacolo pre-partita e alla campagna attuale, che consiste nel presentare la SCB OOH e online in piena autenticit\u00e0.<\/p>\r\n<h3><strong>Una volta SCB, sempre SCB <\/strong><\/h3>\r\n<p>Per ben quattordici anni lo slogan \u00e8 stato: \"La SCB ti entra nella pelle - 24 ore su 24, 7 giorni su 7\". Questo approccio perpetuo \u00e8 stato riattivato, reinterpretato e ampliato nel vero senso della parola nell'ambito dell'affinamento del marchio. Il risultato \u00e8 il nuovo claim del marchio \"Always &amp; Eternally\". Una volta entrati a far parte della comunit\u00e0 SCB, dovreste essere ben divertiti, entusiasti e ricompensati con il maggior numero possibile di successi per il resto della vostra vita.<img class=\"aligncenter size-full wp-image-190744\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/11\/Cases_1920x1280px_03-scaled.jpg\" alt=\"\" width=\"1300\" height=\"866\" \/><img class=\"aligncenter size-full wp-image-190736\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/11\/Cases_960x640px_04.jpg\" alt=\"\" width=\"960\" height=\"640\" \/><\/p>\r\n<h3><strong>Coppie di parole alate e ispiratrici <\/strong><\/h3>\r\n<p>Il nuovo claim viene introdotto con una campagna che utilizza anche coppie di parole familiari come \"Hat &amp; Hair\", \"Harrow &amp; Edge\" o \"Chopf &amp; Chrage\" - con il messaggio che la SCB \u00e8, fa e porta molto di pi\u00f9.<\/p>\r\n<p>Insieme alle immagini del fotografo bernese Rob Lewis, la campagna visualizza l'intero cosmo della SCB, dai giocatori ai membri dello staff ai tifosi. Si tratta di istantanee in stile reportage, senza orpelli, senza fronzoli e basate sui valori del club: onest\u00e0, autenticit\u00e0, dinamismo e volont\u00e0. L'intero patrimonio di argomenti \u00e8 attualmente disponibile online e sui mezzi di trasporto pubblico di Berna, oltre che sotto forma di manifesti e pubblicit\u00e0.<img class=\"aligncenter size-full wp-image-190743\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/11\/Cases_1920x640px_02-scaled.jpg\" alt=\"\" width=\"1300\" height=\"434\" \/><\/p>\r\n<h3><strong>Interventi estensivi<\/strong><\/h3>\r\n<p>Oltre a questi compiti classici, Republica \u00e8 stata coinvolta nell'ulteriore sviluppo dei contenuti della nuova app SCB con l'integrazione della gestione dei biglietti e degli abbonamenti e di numerose altre funzionalit\u00e0. Republica ha anche ridisegnato lo spettacolo pre-partita, includendo un filmato con numerosi tifosi e giocatori dell'SCB e la nuova colonna sonora del film. In collaborazione con il fotografo Terence du Fresne, Republica ha anche progettato delle carte autografe da abbinare alla campagna.<\/p>\r\n<p>L'SCB gioca ora in casa in rosso. Questo cambiamento \u00e8 stato deciso insieme al nuovo CEO di SCB Raeto Raffainer e al COO Rolf Bachmann. Republica \u00e8 responsabile del design del kit di casa, di quello da trasferta e di quello alternativo. Infine, l'agenzia ha anche rifatto completamente l'area giocatori della PostFinance Arena alla SCB e l'ha immersa nei colori del club: nero, giallo e rosso.<img class=\"aligncenter size-full wp-image-190742\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/11\/Cases_1920x640px_01-scaled.jpg\" alt=\"\" width=\"1300\" height=\"434\" \/> <img class=\"aligncenter size-full wp-image-190735\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/11\/Cases_960x640px_03.jpg\" alt=\"\" width=\"960\" height=\"640\" \/> <img class=\"aligncenter size-full wp-image-190737\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/11\/Cases_960x1280px_01.jpg\" alt=\"\" width=\"750\" height=\"1000\" \/> <img class=\"aligncenter size-full wp-image-190741\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/11\/Cases_1080x1350px_01.jpg\" alt=\"\" width=\"800\" height=\"1000\" \/> <img class=\"aligncenter size-full wp-image-190738\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/11\/Cases_960x1280px_02.jpg\" alt=\"\" width=\"750\" height=\"1000\" \/> <img class=\"aligncenter size-full wp-image-190740\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/11\/Cases_960x1280px_05.jpg\" alt=\"\" width=\"750\" height=\"1000\" \/> <img class=\"aligncenter size-full wp-image-190739\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/11\/Cases_960x1280px_04.jpg\" alt=\"\" width=\"750\" height=\"1000\" \/><\/p>","protected":false},"excerpt":{"rendered":"<p>Selten bis noch gar nie wurde beim SC Bern auf eine Saison hin an derart vielen Schrauben gedreht. Republica konnte innerhalb dieses kommunikativen Change-Prozesses auf sehr vielen Ebenen Einfluss nehmen: Von der Marke und ihren Werten \u00fcber das neue Heimdress und die SCB-Identity in den Stadionkatakomben bis hin zur Pre-Game-Show und der aktuellen Kampagne, die [\u2026]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"SC Bern","_yoast_wpseo_metadesc":"SC Bern 2023: Ver\u00e4nderungsprozess mit neuem Heimdress, Kampagne und Pre-Game-Show. Marke \"Immer & Ewig\".","articlekey":"","footnotes":""},"categories":[29],"tags":[3534,3535,3536],"class_list":["post-18062","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-eishockey","tag-republica","tag-sc-bern"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Republica: Mit Haut und Haar f\u00fcr den SC Bern - Organisator<\/title>\n<meta name=\"description\" content=\"SC Bern 2023: Ver\u00e4nderungsprozess mit neuem Heimdress, Kampagne und Pre-Game-Show. 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