A Look Back at Interlaken: What Remains When the Stage Is Gone

Our campaign on data sovereignty was deliberately different. Two Swiss Guards, poster designs in Interlaken, ORIA passes, many face-to-face encounters, and a clear message: Swiss companies need to know where their data is stored, who has access to it, and which laws govern it.

What began as a challenging situation in the run-up to the event turned into a powerful statement once we were there. The response was positive, interested, and often surprisingly direct. People approached us, took our pictures, asked about our message, and we struck up conversations with numerous figures from the worlds of business, politics, and associations.

What was particularly valuable here was not just the visibility itself. What was crucial was that the campaign made an abstract topic tangible. Data sovereignty often sounds technical—it brings to mind contracts, data centers, compliance, and architecture. All of these are important. But at its core, it’s about something simpler: control, responsibility, and the ability to act.

That's exactly what we wanted to highlight.

For us, the Swiss Guard was not just a historical decorative element. It was a symbol—of protection, of reliability, and of the question of whom to entrust with something important. In our case: company data, customer data, critical systems, and digital processes.

As the day went on, it became clear that this image was effective. Many people understood right away what it was about. Others asked for more information. This is exactly what sparked conversations that would hardly have been possible with traditional advertising.

We also distributed over 100 ORIA Passes. That, too, was more than just a gimmick. The pass got right to the heart of the matter: Anyone who takes digital sovereignty seriously needs guidance, transparency, and a reliable partner.

Our conclusion is clear: The campaign has achieved its goal.

We drew attention to ourselves. We had conversations. We made new connections. And we showed that visibility doesn't necessarily depend on an official platform.

For ORIA, the initiative also sent an important message internally. Good ideas don't just come from concept papers. They emerge when a team is willing to take responsibility, put in the effort, and occasionally take an unconventional approach.

Marketing isn't always predictable. Neither is its impact. But attitude is predictable.

And that was exactly the point.

Data sovereignty is not a side issue in IT. It is a strategic issue for Swiss companies. Anyone discussing resilience, competitiveness, and the digital future must also discuss data control.

Interlaken has shown that the issue is on the table. The discussions are taking place. The interest is there.

Sometimes you're more present when you're on the sidelines of an event than when you're right in the middle of it.

And sometimes that's exactly what sticks with you.