Brand
Sunrise
Area of Expertise :
Brand Building, ATL/Digital/Social
Overview
Background: Sunrise, the 2nd largest Telco provider in Switzerland, merged with one of its main competitors (UPC) in 2021 and created a new brand in the Swiss market. As one main part of the rebrand, in May of 2022, Sunrise began its new role as main partner of Swiss-Ski, taking over the sponsorship from its main rival in the market, Swisscom. The long-term commitment covers a very broad scope and aims to advance snow sports as a whole (from Swiss World Cup events through to youth and amateur sports as well as promoting these sports in specific regions) and in a sustainable manner.
Task : As Head of ATL and Digital Brand Campaigning, my team of five and I were responsible for the company-wide communication and marketing concept around the launch and its execution. A Big Bang campaign worthy of the magnitude of this new commitment. My responsibility spanned Budget Management, Team Leadership, Strategy & Creative Concept Development, International Production (South America), Media Strategy and Planning as well as Channel Execution.
Goal: Establishing Sunrise in the market as the new Main Sponsor of Swiss-Ski and increasing brand equity as an result.
Channels : TV, (D)OOH, Print, Digital, Website, Social, Email, POS
Challenges
Sunrise had just launched its new brand. A new identity, new visual language, new logo. Adding this new Sponsorhip with Swiss-Ski to the brand was a major piece to the puzzle in order to emotionalize the brand and to drive Brand Equity. Overcoming the lack of awareness and familiarity with this new brand while establishing it as the new Main Partner of Swiss-Ski at the same time was a great challenge.
The Campaign: Big Dreams need support
Big dreams need a bit of support. The tag line of the campaign draws on the new Brand Claim " Dream Big. Do Big." that Sunrise introduced with its rebranding and translates it into a ski world, where the athlete always appears as the hero. But every successful athlete requires a support system, just like everyone else in life does. Sunrise acts as an integral part of this support system for the athlete (as a Main Partner of Swiss-Ski) and for everybody else at home (with its products &services) alike.
Main Result
In April 2023, Sunrise was named "the fastest growing telecoms brand" in the Brand Finance ranking after a 68% brand value increase took it to US$1.8 billion.
