Brand
Sunrise
Area of Expertise :
Brand Building, ATL/Digital/Social
Overview
Background: The telco industry is notoriously sales driven and highly competitive with few companies trying to beat each other on price and rational offers, eroding profitability for all parties in the process.
It was time to change the narrative and focus on driving Brand Equity through sympathy and emotional appeal. How better to do that then with two of the most well-known and likeable figures in Swiss sports. The biggest sports star from Switzerland, Roger Federer, has been the Brand Ambassador for Sunrise for more than 10 years. In 2023, also Marco Odermatt, the clear number 2 in terms of recognition and popularity joined Sunrise as Brand Ambassador.
Task : As Senior Digital and Social Media Marketing Manager I was responsible for developing the media strategy and creating digital assets for the campaigns and landing pages.
Goal : Driving Brand Awareness and Likeability
Channels : Digital, Social, Web
Challenges
How do you stand out in a market that fights on price and with competitors that can outspend you by a mile? Driving Awareness and Brand Likeability in the Swiss Telco market with limited funds was a big challenge.
The Campaign: The Elevator / The Airport
The campaign was split into 2 parts around the same core message: We all love our digital lifestyle, but we need to make sure you don't miss life and what's happening around you. Make time for what really counts, the people in your life.
For the digital campaign:
Awareness: I opted for almost 100% video, as it transports emotions the best and is known to make a real impact if you get people to watch.
The Elevator:
The Airport:
Likeability: Broad video campaigning was complemented by content dedicated to social media to strengthen engagement and interactions with the brand.
Maximum Impact: Through innovative and highly targeted campaign elements I made sure a core target group was reached with a certain frequency to generate maximum impact. As one of the first movers in the swiss market I used a data clean room from Goldbach as well as whatsapp campaig strategies within the media mix.
Results/Conclusion :
Extensive international and national media coverage and free PR
Increase in both Brand Awareness and Brand Likeability
Video Watch rates significantly above average & Cost per completed Video Views significantly below
Complementary digital content with +150% Engagement rate vs campaign content benchmarks
