With a striking ramp, the Allianz Engelberg insurance group is letting wishes and New Year's resolutions from people all over the world catapult into the universe until 7 January.
An imposing 15-metre high ski jump rises into the sky above Engelberg OW. At first glance, the facility, also called "The Ramp", makes little or no sense to visitors. It is not only fenced in, but also leads to nowhere.
And yet it serves a very specific purpose: "The ramp helps us to transport New Year's resolutions in a very special way," says Thomas Jost (48), Head of Brand Management and Sponsoring at Allianz Switzerland. People around the globe are supposed to shoot their wishes and resolutions into the universe from the ramp in Engelberg using augmented reality (AR).
The world looks to Engelberg
"The idea fits particularly well into this turbulent and not really easy year," says Jost. After all, in many places there are again Corona restrictions and instructions to avoid crowds. "Our idea lives from the image. The entire production is transmitted from afar.
Anyone can take part who on the social media channels of Allianz leave a wish until 7 January and add a heart to it. Participants will then receive a message telling them exactly what time their wish will be launched into space, free of fireworks and climate-neutral. The launch can then be followed comfortably from a distance via livestream.
One thing is indisputable: Allianz Insurance lets New Year's resolutions cost a lot of money. The wish ramp in Engelberg, for example, could also be seen on the famous Times Square in New York City over the Christmas holidays. "The construction of the ramp in Switzerland was not free, but the prominent advertising space probably cost more," says Thomas Jost, who is otherwise silent about the budget for the campaign.
Around 15 people from Allianz were involved in the conceptual development of the project alone. They are joined by local ramp builders and advertising agencies, who are to give the idea the greatest possible global attention.
"The main goal is clear: we want to give people pleasure with it and catapult them into the new year with a confident feeling," explains Thomas Jost.
Source: Blick
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