Galaxus: pretty much everything for pretty much everyone – now in 42 languages

With around 7.4 million products, Galaxus is the largest online retailer in Switzerland and is known nationwide for its marketing campaigns, whose visuals and content leave a lasting impression. In the new poster campaign, the brand wanted to live up to its claim “Pretty much everything for pretty much everyone” in every language – with posters targeting the more than 50 nationalities and language groups represented in Switzerland. To do so, it needed to convey the underlying messages in a way that suited each culture’s unique sensibilities.

The aim of the campaign was to combine cultural insights with appropriate products from the Galaxus range – in the respective language and script, from Arabic and Bosnian to Tigrinya. The posters are intended to evoke well-known country-specific associations in customers. Implementing this required in-depth knowledge of each culture: which products and gadgets fit best with the traditions and customs of the respective target group? It also required plenty of linguistic expertise in order to reach customers where they feel most at home. In other words, two very human tasks – which is where Supertext came into play.

Broad cultural expertise and linguistic flair: more than 80 linguists and cultural experts researched cultural references and created poster suggestions. It took just under two and a half months from the start of the project to reach the ready-to-print stage. 52 ideas made it onto the final posters, which were displayed across Switzerland from the end of October 2024.