Brand
Sunrise
Area of Expertise :
Brand Building, Loyalty Marketing, Digital/Social
Overview
Sunrise & Swiss-Ski: In May 2022, Sunrise took over the Main Sponsorship of Swiss-Ski from its main competitor, Swisscom. After a first year of "Big Bang Communication", the focus in the communication strategy shifted more towards social media and fan engagement. The 2 most important events in the skiing calender on Swiss grounds are undoubtedly the races in Adelboden and Wengen (Lauberhorn). Hence, a campaign was created focusing on fan engagement at the races and its communication on social media.
Sunrise Moments: In 2023 Sunrise launched a brand new loyalty program called Sunrise Moments. The program provides customers with: Discounted tickets & early access to tickets to events, VIP lounges at the events and some special benefits like backstage tours, meeting ski stars and musicians etc.
Task: : As Senior Digital and Social Media Marketing Manager, I had end-to-end responsibility for the campaign, from strategy and concept to creative execution, production and media.
Goal : Driving Sponsorhip Awareness and Social Media Engagement
Channels: Instagram, TikTok, Snapchat, Blick, Web
Challenges
The main sponsorship of Swiss-Ski was occupied by the main competitor for the last 20 years. Sunrise had just entered the skiing world and needed to win over the ski fans and drive sponsorship association for the brand.
The Campaign: At the races with Dabu Fantastic
We identified a well-known Swiss musician, Dabu from the band Dabu Fantastic, that was not only a recognizable face, but also a ski fan at heart. He previously led skiing camps for kids in the region, had existing relationships with ski stars and equipment brands, and closely follows the races. As a consequence, we decided to collaborate with him and to develop a story that could be told throughout both races, not just one.
Part 1: Vogellisi Challenge in Adelboden
In Adelboden there is a famous traditional Swiss song that is being played every time a Swiss athlete enters the final stretch of their race. The song slowly developed as a classic over the years, meaning that people would also sing it throughout the events and the afterparties. So we decided to have Dabu create his own version of the song during the race, using only sounds produced by the people and facilities at the event.
Communication focus: Sunrise as part of the skiing community
Part 2: Fantastic Moments in Wengen
After a successful challenge in Adelboden, Dabu was then rewarded with a day full of highlighst at the race weekend in Wengen. Drawn from the Sunrise Moments Benefits (Sunrise' loyalty program), Dabu got to see the race from a special perspective, got backstage, met ski stars and more. He was even allowed to go on stage and perform a song in the evening in front of the ski crowd.
Communication focus: Sunrise Moments Benefits
Results/Conclusion :
+90% Reach vs similar campaign and budget
+100% Engagement on social media vs yearly average
+69% Traffic on Sunrise Moments vs 3 month average
40% above benchmark of similar campaign / budget in summer of 2023
3rd place in YouTube Ads Leaderboard for Q1, 2024
