Swisscom lets you experience together
Contexta designed the first campaign as part of Swisscom’s one-brand strategy and showcases the Bluewin TV viewing experience with this heartfelt concept: Swisscom brings together what belongs together.
Swisscom has always made it its mission to connect people. Through its wide range of services and exceptional customer support, Swisscom builds relationships and fosters a sense of closeness. This sense of community—which customers experience thanks to and together with Swisscom—is at the heart of the new communication strategy.
The one-brand strategy was conceived exactly one year ago. Going forward, all initiatives will focus on the core message «Experience Together,» as Nadine Borter of Contexta explains. The stories tell of experiences that are grounded in everyday life and evoke an emotional response. These are stories that feel authentic and show how Swisscom brings people together. Swisscom developed the new strategy in close collaboration with its two lead agencies, Jung von Matt/Limmat and Contexta. Contexta’s campaign for Bluewin TV is now the first to be implemented based on this new strategy.
The campaign is based on two closely interlinked levels. The first level highlights the shared experience of Bluewin TV. This message is conveyed through two videos that can be viewed on television and online. The first video tells the heartwarming story of two men who couldn’t be more different. It’s only thanks to Bluewin TV that the two realize they have one major thing in common: their passion for soccer. The second film gives us a closer look at two people in their everyday lives who know each other very well precisely because of their typical points of friction: a mother and her teenage daughter. They, too, experience a simple yet shared moment of happiness when they watch a romantic movie together on Bluewin TV in the evening. Both films capture the essence of the new «Shared Experiences» strategy.
On the second, more sales-oriented level, the focus is on Bluewin TV’s content: over 120 TV channels, more than 500 top movies at the touch of a button, and live games from Italy’s Serie A, the Bundesliga, the Axpo Super League, and the Champions League. Bluewin TV’s content is promoted using a clever creative concept that maintains a connection to the first level. In short reminder spots, on sales banners, and in advertisements, we see people enjoying Bluewin TV together.
The one-brand strategy was conceived exactly one year ago. Going forward, all initiatives will focus on the core message «Experience Together,» as Nadine Borter of Contexta explains. The stories tell of experiences that are grounded in everyday life and evoke an emotional response. These are stories that feel authentic and show how Swisscom brings people together. Swisscom developed the new strategy in close collaboration with its two lead agencies, Jung von Matt/Limmat and Contexta. Contexta’s campaign for Bluewin TV is now the first to be implemented based on this new strategy.
The campaign is based on two closely interlinked levels. The first level highlights the shared experience of Bluewin TV. This message is conveyed through two videos that can be viewed on television and online. The first video tells the heartwarming story of two men who couldn’t be more different. It’s only thanks to Bluewin TV that the two realize they have one major thing in common: their passion for soccer. The second film gives us a closer look at two people in their everyday lives who know each other very well precisely because of their typical points of friction: a mother and her teenage daughter. They, too, experience a simple yet shared moment of happiness when they watch a romantic movie together on Bluewin TV in the evening. Both films capture the essence of the new «Shared Experiences» strategy.
On the second, more sales-oriented level, the focus is on Bluewin TV’s content: over 120 TV channels, more than 500 top movies at the touch of a button, and live games from Italy’s Serie A, the Bundesliga, the Axpo Super League, and the Champions League. Bluewin TV’s content is promoted using a clever creative concept that maintains a connection to the first level. In short reminder spots, on sales banners, and in advertisements, we see people enjoying Bluewin TV together.
In Swisscom's new brand identity, the distinction between
Brand and product campaigns are gone.
Brand and product campaigns are gone.
