Street Parade in Zurich is the most colourful house and techno parade in the world. This summer saw 850,000 ravers dancing around Lake Zurich for the 28th time. For the first time in the history of the Street Parade, one of the key elements of this mega-party, a Love Mobile, was entrusted to a sponsoring partner.

With its corporate philosophy and its guiding value “Equality For All”, the American market leader in Customer Relationship Management software, Salesforce felts so much at home at the Street Parade, that it went ahead and supplied its own Love Mobile.

Farner supported all communication aspects of this involvement. The Agency created all messaging for Salesforce that could be used by all parties involved, centred around Salesforce’s value system with an emphasis on messages related to equality. In the messaging, Farner focused on the values that the two partners (Salesforce and Street Parade) have in common.

This message was also carried to selected media with print media interviews and the highlight, a joint interview with the head of marketing of Salesforce Switzerland and the head of marketing of the Street Parade. In the live interview with a television station, Salesforce also explained why companies should do more to promote equality in public.

Contact: Alexandra Kehl

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