Over the years, Victorinox has received hundreds of thank-you letters like this one: "Incredible stories, but true, from every corner of the globe!". And "the very best advertising for Victorinox!". We decided to make a campaign 'Companion for life' out of it and whoever had experienced something special with a Victorinox product, could write to us and let us know about it at: www.victorinox.com

We've had this campaign running as a print campaign, we hosted international events as this is Victorinox's 130th anniversary, and ran give aways. Everything was made to come alive online and with social media too.

The ads, all featuring photographs of the locations where the reported incidents took place, included the story of Martin Tidswell, a shrimp fisherman who saved his life by cutting through a net that threatened to pull him out of his boat and many others.

Campaign objectives: KPI = Key Performance Indicators

Global KPI (2010 vs. 2012)

1.1. Increase KPI "brand awareness" by + 10%/Result by + 58%

1.2. Increase KPI "recommendation" by +10%/Result by + 297%

Online (2011 vs. 2012)

2.1. Increasing e-commerce sales on victorinox.com by +10%/Result by + 30%

2.2. Increase proportion of site visitors who visit the online store to +10%/Result by + 46%

2.3. Increase traffic on the website victorinox.com by +10%/Result by + 30%

Social Media (2011 vs. 2012)

2.4. Increasing the fan base on the global Facebook page by +20%/Result by + 180%