How Baloise extended their unique music engagement “Baloise on Tour” with WhatsApp
Key points of the project
- Industry: Insurance / Event
- Use case type: Real-world implementation
- Channel: WhatsApp
- Primary goal: Provide Information / Generate Leads
The challenge
Baloise has built a strong position in Swiss music sponsorship with its “We Music” strategy — spanning the boutique festival Baloise Session, the company’s own Baloise Exclusive concert, the employee-focused Baloise Only, and the nationwide Baloise on Tour series.
Each year, more than 20,000 concertgoers engage with the brand through these platforms. The goal was clear: find a way to extend the live music experience, create an interactive dialogue with attendees, and gather insights — all without adding extra workload for staff or requiring guests to download a new app.
The approach
Together with Baloise, we integrated WhatsApp into the “Baloise on Tour” concerts as an interactive information and engagement channel.
The flow was simple and intuitive:
- QR codes placed on posters, flyers, and other media at the venue invited guests to join via WhatsApp.
- After a short sign-up with first and last name, participants were added to the event flow.
- Throughout the evening, messages synchronized with the concert schedule provided exclusive updates, artist info, and behind-the-scenes content.
- A WhatsApp-based prize draw added an extra incentive for participation.
This way, attendees had direct access to curated, real-time information — right in the messaging app they already used daily.
The result
The project established a brand-new communication channel without creating any additional workload for staff. Guests were able to access richer and more personalized information throughout the event, which kept them engaged. Participation was high thanks to the convenience of WhatsApp — no extra app was required. Feedback from attendees was overwhelmingly positive, with many highlighting both the added value and the simplicity of the format.
What you can learn from this
Live events can be enhanced through WhatsApp without the friction of dedicated apps. By delivering timed content that is synchronized with the flow of the event, audiences remain engaged and attentive throughout. Adding interactive elements such as giveaways or surveys not only boosts excitement but also creates valuable feedback loops for organizers.
