---
title: "Blick rebranding gamification"
description: "An employee activation for the Blick rebrand at three Ringier locations."
type: "case study"
client: "Ringier"
date: "2024-10-04"
format: "Internal gamification activation with a Glücksrad"
location: "Zürich and Lausanne"
services: ["gamification"]
language: "en"
canonical_url: "https://mademarketing.ch/en/cases/blick-rebranding-gamification"
publisher: "made Marketing GmbH, Zürich"
llms_txt: "https://mademarketing.ch/llms.txt"
---

# Blick rebranding gamification

> An employee activation for the Blick rebrand at three Ringier locations.

## At a glance

- Playful employee activation for Blick's rebrand at three Ringier locations in Zürich and Lausanne
- Red buzzer and digital Glücksrad in entrance halls, with prizes including shoes and T-shirts
- Short in-person interaction introducing the new logo through conversation
- Blick Box updated with the new design, making its first appearance at OLMA 2024

Images: Stand in einer Eingangshalle mit rotem Blick-Banner, Bildschirm mit Glücksrad, rotem Buzzer und Vitrinen mit Turnschuhen

Video: https://player.vimeo.com/video/1022801194

The major rebrand of the daily newspaper *Blick* needed to reach Ringier employees as well as the public. Alongside extensive internal communication, a playful activation was delivered at three central locations in Zürich and Lausanne.\
The prominent setup in the entrance halls gave employees a physical encounter with this milestone change.

**Gamification as a communication channel**\
The red buzzer and digital Glücksrad attracted attention. Everyone entering the building could try their luck and win prizes such as shoes and T-shirts. It was an opportunity to put the new logo directly in front of employees, build awareness and reinforce the message.

**Personal conversation**\
For Ringier, it was important that the activation, kept secret until then, reflected the new design and reached as many employees as possible. A short, playful interaction in the entrance hall achieved this. While the wheel spun, staff could discuss the rebrand, adding a personal layer to the communication.

**A new look for the Blick Box**\
As part of the rebrand, the Blick Box, already in use for several years, received a new exterior. It attracts attention at events including OLMA, ESAF, ski races and concerts. The updated design made its debut at OLMA 2024.

Images (4):
- Anhänger mit grossem rotem Blick-Logo neben dem Lieferwagen von made Marketing auf dem nassen Messegelände
- Offene Blick-Box mit Leuchtwürfel auf dem Dach, Blick-Tapete und Bildschirm im Innern, davor ein Mann im Regen
- Geschlossene Blick-Box mit Glaswänden und Blick-Würfel auf dem Dach an der OLMA vor Halle 7
- Verglaste Blick-Box mit Aufkleber «Dein Gesicht auf einer Blick-Titelseite» vor Zelten an der OLMA

## Delivery

- Brainstorming with Ringier
- Concept
- Visualisation
- Development of museum-style elements
- Glücksrad programming
- Advice
- Planning and coordination across locations
- Set-up and take-down

## Client quote

> Gamification shows once again how internal communication can be creative and have a lasting effect.
>
> Beda Binder, Game design expert, made Marketing

_Image descriptions from the galleries; the photos themselves are on the HTML page._