An interdisciplinary team for Migros 

Setting up seasonal campaign pages that have to be launched on a specific date requires a well-rehearsed team. Over the past years, the project team, made up of designers, developers and project managers from Mutabor, Wirz, Apps with love and Migros, has been able to establish good processes that simplify cross-company collaboration.
While the Agency Wirz takes the lead for the entire campaign (i.e. also takes care of "out-of-home") and Mutabor is responsible for the conception and design of the digital parts of the campaigns, we are responsible for the technical implementation and operation.

Inspiration, promotions and competitions

The campaign pages are designed to provide users with inspiration for the respective season and to showcase the diversity of the Migros product range. On the campaign pages, users find current promotions, seasonal recipes and decoration, gift ideas as well as many other useful articles, tips and tricks.

In addition, as mentioned above, the visitors are offered a fun activity such as an advent calendar or a postcard generator for example. These activities ensure that customers regularly return to the campaign pages and provide entertainment. In addition, the activities sometimes serve a good cause and give something back to society.

A selection of implemented campaigns

Summer promotion 2024

In the 2024 summer promotion, Migros customers can immerse themselves in the dream world of «Migros Play & Win». The aim of the puzzle game is to move game elements on the board to form a row of three or more identical elements. Each of the 200 levels has a specific goal that must be achieved in order to progress - for example, collecting certain objects or removing obstacles. Each level offers a limited number of moves to achieve the goal.

Special features of the game: 

• The WebGL browser game is playable without download

• Tech stack: Unity, Java and PostgreSQL. We achieve maximum scalability thanks to Kubernetes and Cloudflare. Hosted in Switzerland.

• Self-learning algorithm that regulates the distribution of coupons

• Browser push notifications on Android and iOS

With «Migros Play & Win», Migros is merging gamification, loyalty and marketing into a user-friendly game that enriches and rewards the customer's shopping experience and generates enthusiasm.

Migros Easter 2024

At Easter 2024, users were able to put their skills to the test by catching Easter products. Those who were able to fill the Migros Easter nest had the chance to win a prize.

The campaign also featured the classic Easter inspirations, recipes and products.

Christmas campaign 2023

The Migros Christmas campaign 2023 had the motto «Let's make dreams come true». To this end, a digital dream tree was created in cooperation with Migros Engagement. On this virtual tree, you could leave a heartfelt greeting for a special person and nominate that person for a prize at the same time. Various companies within the Migros Group sponsored 62 generous dreams, including family holidays, stylish home furnishings and exclusive festival tickets. 

The popular elf Finn was used as a symbolic helper and users had the chance to win instant prizes every day on his wheel of fortune.

Easter campaign 2023

In addition to the classic content, the 2023 Easter campaign included an "egg cracking game". Players had to tap the fragments of a cracked egg in the correct order. They could win Migros gift cards - the more cracked eggs, the higher the chances of winning.

Christmas campaign 2022

A digital advent calendar was created for the 2022 Christmas campaign. Every day users could open a door and solve a puzzle hidden behind it. Anyone who successfully solved the puzzle within 24 hours could win prizes.

Easter campaign 2022 with an AR egg race

In the Migros Easter campaign 2021, the classic egg race was brought to life virtually. In the integrated augmented reality game, users used their smartphone to balance a digital egg on a spoon and collect points. Boosters distributed throughout the room and weekly challenges turned every run into a fun experience.

Christmas campaign 2021 with postcard generator

The Christmas campaign included a specially created "postcard generator". This could be used to send Christmas greetings in the form of postcards. The project was launched by Migros Engagement together with Spitex. Spitex employees delivered the Christmas greetings to those affected in order to send some love for Christmas. Here you can find more information about the 2021 Christmas campaign.

Summer campaign 2020 with barbecue timer and barbecue game

Migros' 2020 summer campaign was all about barbecues and included everything you need for a successful barbecue summer. The integrated barbecue timer automatically calculated the perfect temperature and cooking time for the food. The barbecue game gave players the chance to put their multitasking skills to the test. Find out more about the Grillitarier Campaign 2020 here.