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
An attention span of 8 seconds, a generation notoriously known to use social media but to ignore advertising in their feeds, and a brand-new product from a telecom provider. The challenges this campaign faced were many. How do you cut through the noise and get past the so-called bullshit filter? How can you speak the language of Gen Z without being cringe and yet communicate what you need?
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.
