150 Years of Zurich Children’s Hospital. A Legacy of Trust.
University Children's Hospital Zurich
The University Children's Hospital Zurich (KISPI) celebrates 150 years of exceptional care. Founded by the Eleonora Foundation, the hospital's mission is made possible by the dedication of its doctors and the generosity of its donors, who work together to keep Kispi a truly special place.
150 Years – an Anniversary That Unites
The 150th anniversary of the University Children's Hospital Zurich (KISPI) was more than a celebration of its history. It was a unique opportunity to showcase the hospital's profound social impact and to strengthen the bond between the Kispi brand and the public.
The Foundations Roots: A Hidden Gem
While celebrating the hospital's legacy, the anniversary also highlighted the future – the new hospital building and the urgent need to raise CHF 100 million in donations. The campaign used emotional storytelling and interactive experiences along the customer journey to build a deeper connection to the Kispi brand and emphasize the importance of its foundation.
The Magic of Childhood Imagination: «Dingsda» Captivates Hearts and Minds
standing ovation designed an integrated anniversary campaign that brought the rich history and bright future of the Children's Hospital Zurich to life across multiple platforms. The centerpiece was the creative «Dingsda (thingamajig)» concept, in which children explained complex medical terms in a simple, playful way. This fresh, heartfelt approach resonated with both parents and children, adding a unique emotional dimension to the campaign.
«Credible Protagonists: Children explain complex medical terms in a fun and easy-to-understand way.»
The success of the campaign depended on carefully crafted touchpoints along the customer journey. From initial social media engagement to the microsite and live events such as press conferences, the Sechseläuten children's parade and the Kispi Science Day at Zurich's main train station, each step was designed to inspire and build connections with the Kispi brand.
Microsite: The Digital Hub for Storytelling
The microsite, the heart of the digital Customer Journey, offered a wealth of information about the hospital’s history. Through various media formats such as podcasts, scrollytelling, and photo galleries, Kispi’s story came to life, making the institution’s values feel tangible and relatable.
Tangible Emotions: A Customer Journey Full of Meaningful Moments
The campaign was a masterclass in integrating content strategy with social media. The «Dingsda» campaign was launched as the focal point on social platforms, ensuring Kispi remained front and center with an emotionally compelling narrative thread throughout the year.
Fluid Storytelling: Consistent Messaging Across All Channels
The focus was on authentic, accessible stories that simplified complex issues. The social media strategy used a mix of formats including short videos, web banners and interactive posts to maximize audience engagement.
Connecting Past, Present, and Future
One of the standout moments of the campaign was the «Dingsda» teaser with the «Böögg» at Sechseläuten, which went viral. This storyline seamlessly intertwined Kispi's past, present and future. Content was tailored to the needs of different audiences – emotionally charged stories from patients and staff fostered a personal connection to the hospital, while more informative content highlighted the significance of the upcoming new building. The «Dingsda» concept excelled at balancing these two aspects, simplifying medical complexities while creating a deep emotional impact. The campaign thrived not only on digital platforms, but also through live experiences such as Kispi Fest and Science Day.
More Than Just a Celebration – Sustainable Success for Kispi
The results of the anniversary campaign were impressive. Kispi's regional social media reach grew dramatically, with Facebook followers increasing more than 200% in just nine months. The campaign reached approximately 3'500 people per day, primarily engaging women between the ages of 25 and 44, reflecting the success of its targeted messaging and strong community-building efforts.
The microsite, which served as a hub for information and donations, attracted more than over 38'400 visitors and 51'000 sessions during the campaign. The extended time users spent on the site highlighted the effectiveness of the curated stories and multimedia approach.
Dingsda Videos: Memorable and Resonant
The mix of emotional storytelling and informative content struck a chord with the audience. The Dingsda videos, which were shared across multiple channels, left a lasting impression on the people of Zurich. The integration of the «Böögg» story at Sechseläuten was particularly successful, delivering the campaign's messages in a way that was both entertaining and profound.
Stronger Brand, Deeper Connections
A well-rounded content strategy and targeted use of social media made the 150th anniversary of the Children's Hospital Zurich an unforgettable event. The campaign's success went beyond raising brand awareness; it created lasting bonds with the community and effectively communicated both the hospital's foundation status and the importance of its new building project. More than just a hospital, Kispi is a beloved institution that touches lives far beyond the borders of Zurich.
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