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The Power of Playful Advertising: How Swiss Retailer Galaxus is Using Whimsy to Win
The Power of Playful Advertising: How Swiss Retailer Galaxus is Using Whimsy to Win

The Power of Playful Advertising: How Swiss Retailer Galaxus is Using Whimsy to Win

Sometimes, the most effective campaigns are the ones that tap into our sense of fun and surprise. This is something that two Swiss retailers, Galaxus and Digitec Galaxus, have understood perfectly with their recent campaigns that use typography and playfulness to capture attention.

Galaxus: Riding the Waves

Galaxus, a leading online retailer in Switzerland, launched a unique campaign in March 2024 that puts a playful spin on typography. The campaign features animated letters that morph and transform to represent the vast variety of products available on the Galaxus platform.

Imagine a surfboard made out of a kitchen appliance, or a pair of shoes transforming into a car. This is the kind of creativity on display in the Galaxus campaign. The letters move and groove, showcasing the seemingly endless possibilities of what you can find on Galaxus.

This campaign is the second wave of a larger advertising effort by Galaxus, and it builds on the success of the first wave. The playful use of typography is a refreshing change from the often-serious tone of advertising, and it’s sure to capture the attention of consumers.

Digitec Galaxus: Products Become the Stars

Digitec Galaxus, another major Swiss retailer and sister company to Galaxus, has taken a similarly creative approach to advertising with its recent campaign. The campaign, which ran from March 20 to April 16, 2024, uses the company’s own products to create the advertisements themselves.

This clever use of products not only highlights the wide variety of items available at Digitec Galaxus, but it also adds a touch of whimsy and surprise to the advertising. It’s a reminder that everyday objects can be transformed into something creative and interesting.

The Benefits of Playful Advertising

There are several reasons why playful advertising campaigns like these can be so effective.

  • They grab attention. In a world where consumers are bombarded with advertising messages every day, it takes something special to stand out. Playful advertising can do just that. By using humor, surprise, or unexpected elements, these campaigns can capture attention and make a lasting impression.
  • They create a positive emotional connection. Playful advertising can evoke positive emotions in viewers, such as happiness, amusement, or surprise. These positive emotions can then be associated with the brand being advertised, creating a more favorable brand image.
  • They are memorable. Playful advertising campaigns are more likely to be remembered by consumers than more traditional campaigns. This is because they are more engaging and interesting.
  • They can help to build brand personality. Playful advertising can be a great way to communicate a brand’s personality. By using humor, wit, or creativity, these campaigns can help to show consumers what the brand is all about.

Creating Your Own Playful Advertising Campaign

If you’re thinking about creating your own playful advertising campaign, here are a few tips:

  • Start with a strong concept. The key to any successful advertising campaign is a strong concept. What is the message you want to communicate? How can you use playfulness to get that message across?
  • Don’t be afraid to experiment. Playful advertising is all about being creative and unexpected. So don’t be afraid to experiment with different ideas and see what works best.
  • Keep it on brand. While you want your campaign to be playful, it’s still important to make sure it aligns with your overall brand image.
  • Measure your results. Once you’ve launched your campaign, be sure to track your results. This will help you to see what’s working and what’s not, so you can make adjustments as needed.


Playful advertising can be a powerful tool for capturing attention, creating positive emotional connections, and building brand personality. By following the tips above, you can create your own playful advertising campaign that will help you to achieve your marketing goals.