Brand
Sunrise
Area of Expertise :
Brand Building, Digital/Social
Overview
In 2022, Sunrise Fresh was launched, a dedicated offering for everybody U30. While the rest of the market was either abandoning dedicated offerings for the U30 target group or focusing on a cheap price, Sunrise launched brand new all-in-on-worry-free bundle offering at a premium price. The offering included Apple Music, device insurance, half-fare travel card discount, unlimited data and a same price for life guarantee.
Task: : As Senior Digital and Social Media Marketing Manager I was fully responsible for the campaign and creative strategy development and its execution across all channels, budgeting and media.
Goal : Driving Product Awareness and Brand Likeability
Channels: DOOH, Digital, Social, Web, Email
Challenges
Product design services involve the process of conceptualizing, creating, and refining products that meet user needs and business objectives. These services encompass various stages from initial idea to final product launch. Below are the key aspects typically included in product design services.
The Campaign: #FreshExtrasFreshLife
Hashtags, short video content, bold colours, ….based on the media usage of the U30 target group, I developed a campaign that visually stands out and stops you from scrolling through your social content: loud, colourful, bold and creative and young without falling into the "cringe-trap". Grabbing the attention and tapping into the curiosity of a young audience was at the center of this campaign.
I then also chose the media strategy accordingly. On Instagram, TikTok, Youtube, Twitch, Twitter, Facebook, and Snapchat I was able to reach the Gen Z target audience without the usual scattering loss.
On top of the digital campaigning efforts, also DOOH, Audio- und cinema spots, social media and POS-activations rounded out this 360 degree campaign.
Results:
Bronze Award at the ADC (Leading Swiss Agencies) Awards 2023.
