Top service at an affordable price
Challenge
Swisscom is the competent and trustworthy Swiss telco provider with the best network and the best customer service. In terms of price, the company is usually higher than the competition - but this is changing with the new “We are Family!” discount: From now on, only one person per household will pay the full price for their blue Mobile subscription, while two to four other roommates* will receive a 50% discount.
More is more.
Solution
In the campaign, we are turning around the common idea that larger families can afford less. Instead, the bigger the family, the more they save - thanks to the new Swisscom discount offer.
The two campaign subjects each show a family and a flat share, who are excited about their new savings opportunities. The moving image advertising material is accompanied by the catchy world hit “We Are Family” by Sister Sledge (1979), which Swisscom licensed especially for the campaign.
"With Serviceplan Suisse, the collaboration really felt like “We are family”. Creative, well-coordinated, certainly not always in agreement, but always cooperative, trusting and full of energy."
Project Manager Communications
Swisscom
Key Takeaways
#1
Abstract products are only understood if they are also visible.
#2
Never be shy on critical issues.
#3
If you want to be truly authentic, you must also communicate authentically.
