Challenges

After a year of no offering at all for the target group, the launch of a new offering came with great challenges. The entire marketing funnel needed to be built up from scratch. Building up Awareness, Consideration and Conversion from 0 in a target group that is not susceptible to traditional advertising is tricky, especially if campaigning budgets are low and conventional campaigns that run in parallel take away a lot of attention.

• No/Low Awareness, Consideration and Conversion levels for the new subscriptions and that Sunrise even offers dedicated tariffs for U30 again

• Mainstream Campaigns running in parallel with much higher budgets

• Gen Z as a notoriously difficult target group for campaigning

The Campaign: Experience Real Connection

The Campaign is built around the insight, that young people long for real experiences with their friends - especially after the pandemic years. Sunrise Mobile Young then offers not only digital connections through mobile phone, but also actively encourages creating real life experiences with friends through discounted or free access to festivals, concerts, ski races and other events.

In order to break through to the target audience, I needed to make sure that the campaign was highly authentic and resonated with the target group.

• All Creatives are straight out of real life, shot in real situations without the awkwardness of a marketing and agency team standing around the shoot - The cast, a photographer and and a videographer went out, had a good time, and took snapshots with various cameras in real situations that just happen on a day/night out

• All Creatives were developed by a photo/video team from the target group

• All involved people on the agency side were from the target group

• All Cast members were from the target group

• No One-size fits all: We developed creatives and messages for different situations and target segments

  Experience…..

  • … more connection

  • … more adventures

  • … goose bumps

Campaign mechanism

I decided to avoid a traditional one-shot campaign and opted for a content-heavy media approach that built up and lasted throughout the year.

Phase 1: Building Awareness - Traditional Media Approach focusing on channels relevant to Gen Z

Phase 2: Driving Consideration - Content Approach that involved casting social media Followers for a 2nd photo/video shoot, influencers collaborations, collaboration (5 part documentary) with a young rap musician to create a dedicated song, a dedicated Podcast centered around highly relevant topics for Gen Z, Social Media Content for the target group on Instagram and TikTok, and more

Collaboration with Lou Kaena

Podcast: Stadt, Land, Stuss

Phase 3: Adding tactical campaigning and hard-selling in order to drive customer acquisition

Results/Conclusion :

• 6 pp. increase in TOM Awareness in Phase 1

• 7 pp. increase in Brand Consideration & Brand Preference in Phase 2

• 29% increase in Sales for Phase 3

• Invited to the Swiss Podcast Festival as one of the 'Best Newcomer Podcasts in Switzerland.