Bühler&Bühler breaks new ground in 1-to-1 communication for Swisscom

"Dialog marketing is most effective when it doesn't have to do everything," says Doris Bühler, Creative Director of Bühler&Bühler. "That's why our strategic approach is to be appealing instead of being inundated with stimuli."

Less can be more

In its channel strategy, Bühler&Bühler relies on digital implementations as well as print measures. Whether interactive e-mailings, personalized landing pages, SMS dialogs, postcards with lenticular effect, or curiosity-awakening self-mailers - all feature a consistent visual language with reduced content. The common denominator is a simple story, coupled with surprising elements. The story is decisive, not the amount of information.

Earning attention instead of gaining it

"Nobody waits for a mailing. That's exactly why we want to design it in such a way that people don't want to miss it - because it moves, inspires, or is useful. With Swisscom, we are lucky to have a client who understands and encourages this," says CEO Raphael Bühler, describing the agency's motivation to continuously develop the discipline.

And apparently with success. "The customer reactions and results show that we are on the right track with the new strategy. We have succeeded in drawing attention to our products even more effectively and at the same time strengthening the brand image," says Alexander Möckli, Head of Campaigning at Swisscom.