Swisscom with a heart
26 SEP 2011
Because life can be extraordinary.
The new Swisscom brand platform created by Saatchi & Saatchi.
Three years ago, Swisscom decided to develop a one-brand strategy. The logo and website were unified in the spring of 2008 and the brand strategy finalized in 2011.
To strengthen the overall performance and to exploit synergies, the lead agency, Saatchi & Saatchi has been tasked to create for the first time, a cross-functional communication platform for all of Swissocm's segments.
The aim is to sharpen communications with a consistent brand image and strengthen the emotional connection of customers to Swisscom.
Strategically, therefore, the emotional dimension of the customer experience is at the center of the campaign. Swisscom continuously enriches lives with inspiring innovations. Thanks to Swisscom, each and every person's everyday life is made extraordinary through connections via communications and messages. Every day, across Switzerland, Swisscom provides the best network for the best service across all communication channels.
Creatively staged, the new communication from Swisscom is centered around emotion and not just pixels, bytes and electronic pulses. Oversized symbolic objects are carried by current Swisscom employees - about 130 people were cast from all parts of the country. Many of them appear in the films and ads have participated in the shoots with great dedication. All scenes were shot in impressive places and exclusively implemented and produced in Switzerland. Swisscom is committed to Switzerland and ‘Swissness'.
The film was subjected to pre-test research with consumers. 97% of respondents said that they found the spot positive. An extremely positive result confirming that the new communication platform is on the right track, to progress the Swisscom brand. The film is in line with the mission of Saatchi & Saatchi, to turn Swisscom in to a Lovemark, a brand that is loved by a wide population.
The new communications platform, launched on the 25th September and includes: TV spots, billboards, advertising and online. In addition to the heart motif, other motifs were also created to represent renewable energy. Since 2005, Swisscom has committed to using 100% renewable domestic energy sources to cover the company's total electricity demand with wind, hydro and solar energy. The company is also in the process of creating other sequels for business customers including other areas such as sponsorship.
Responsible at Swisscom: Kathrin Amacker (Head of Corporate Communications), Olivier Quillet (Head of Strategic Marketing), Tom Hauk (Head Marketing and Communication), Sascha Weisshaupt (Head of Corporate Identity)
Responsible at Saatchi & Saatchi: Petar Dakovic (Managing Director), Jürg Aemmer (Creative Director), Pascal Schaub (Strategy Director), Massimo Caiati, Anna Esposito (Copywriting), Chantal Ehrensperger, Gustavo Figueiredo (Art Direction), Ilija Gautschi (Graphic Design), Dino Ceccato, Sonia Ducu (Account Director), Julia Kallmeyer (Art Buying/FFF), Rosas & Co (TV Production), Eric Will (Director)
Notes to editors
Catherine Gale, +41 22 307 27 27, catherine.gale@saatchi-ch.com
