Migros Ignites Winning Spree with New Mobile Game: ESE Agency Implements Communication Campaign

The new "Migros Play & Win" promotional campaign combines gaming and collecting fun. Zurich-based agency ESE Agency not only provides the communication and social media concept but also handles the visual execution of promotional materials.

Migros is back with another innovative promotion: a vibrant mobile game featuring Match-3 gameplay, where over 300,000 prizes are given away – and with every Migros purchase, you get even closer to winning. ESE Agency developed a holistic communication concept for this, designed to create dopamine rushes and bring Migros cult products to life. The campaign included the messaging and design concept, as well as the creative social media strategy. The goal was to capture the summer gaming fun and visually represent it across various channels.

Visuals in Tune with the Mobile Gaming Zeitgeist

The inspiration behind the key visual is the vibrant and dynamic world of mobile games. Adorable Migros products lend their "face" to the promotional campaign. Those who look closely will spot charming product illustrations in many of the promotional materials, such as the iconic vanilla ice cream or the popular own-brand iced tea. This makes the visuals unmistakably "Migros." Elia Binelli, Creative Director and founder of ESE Agency, summarized the challenge mastered: "The campaign succeeded in linking the wild gaming world with one of the most beloved brands, communicating a colorful adventure – a true balancing act."

The Collaboration Continues

After ESE Agency has already implemented various social media content for Migros (e.g., for M-Budget, the SpinMania, and Support Culture campaigns), "Migros Play & Win" now brings another comprehensive communication concept.

"Migros Play & Win" has been playable since Tuesday. In the coming weeks, you can fill your stamp card with every purchase, complete levels, and win from over 300,000 prizes.