How can quick wins be combined with long-term knowledge transfer? This question was at the heart of the planned offer communication for Migros Aare Cooperative (GMAA) – implemented through a phased approach based on co-working, transparency, and the targeted use of AI.
From Quick Wins to Customer Autonomy
At the outset, short-term pilot projects were launched to achieve initial visible results – such as a summer campaign with ice cream boxes or an emotional XXL poster. In parallel, Aroma and GMAA co-created content in a collaborative co-working mode – the offer came from the client, the visual design from us. This enabled direct knowledge transfer that fostered creativity and independence.
In the next phase, Aroma provided a manual with prompts and technical specifications. This enabled the client to create content more independently – always within clear brand guidelines. Our team also provided supervision to ensure a consistent brand image.
What makes the project special:
Co-Working Approach: Close collaboration with GMAA accelerated learning and created creative synergies.
Agile Execution: Quick wins generated visible short-term results.
AI Guidelines: Client-defined rules for AI-generated content were reviewed and integrated into the campaign.
Transparency: All AI-generated visuals are clearly labeled to ensure traceability and quality assurance.
The project demonstrates how AI can be meaningfully integrated into communication processes – not as an end in itself, but as a tool for structured learning. It illustrates how speed, systematic learning, and cost optimization can interact to create impact. Here, AI is not seen as a replacement but as an enabler: a versatile instrument that makes knowledge accessible, accelerates processes, and fosters creative diversity – setting new standards for efficient and learning-oriented communication work.
