Scholz & Friends Zurich launches new communications presence for Salt
Salt is breaking new ground in communications with Scholz & Friends Zurich: With a sharpened positioning and a fresh, revitalized communication strategy, the telecommunications provider is consciously embracing its role as a challenger in the market. The motto is clear: the only direction is forward. This calls for agile, self-assured, and above all, customer-focused communication.
Exemplary for the new brand attitude is a campaign for the mobile sector, which is also the first work of the new partnership between Scholz & Friends Zurich and Salt. In it, customers are called upon to rely on advertising as little as on preconceived opinions. Instead, the quality of Salt in terms of network coverage, service and price can be tested for three months without obligation and without subscription costs. In addition, a campaign was launched for the home area, which takes a stand on the speed test won by Ookla.
The two orchestrated campaigns are implemented in the comprehensively revised visual appearance by Scholz & Friends Zurich. Salt is taking a step back and at the same time several steps forward: With the consistent return to the Salt branding color black, the brand wants to return to simplicity, sovereignty and recognizability. And thus prepares the playground for a reduced illustration style that allows even complex and abstract content to be communicated in a lively, surprising and humorous way.
The illustrations form an attention-grabbing counterpoint to the lifestyle worlds customary in the industry and will be used in all forms of communication in the future: from classic appearances to the website and social media to the Salt stores.
"With the new communication appearance of Scholz & Friends, we are heralding a new era for Salt, both strategically and visually," explains Julia Kinner, CMO of Salt. "Personally, the illustrative implementations make me smile; strategically, the new overall appearance forms a contemporary, targeted and modern interpretation of the Salt brand." "For Salt, we break with industry conventions in branding and communication and credibly renew the brand from its own roots," adds Tobias Händler, CEO of Scholz & Friends. "In doing so, we support Salt in its challenger position in a differentiating and relevant way."
Responsible at Scholz & Friends: Aster Loehrli, Fabian Esslinger, Joana Faria, Luca Stancheris, Maira Weidmann, Martin Stulz, Roger Krage, Andy Lusti, Christian Vosshagen, David Fischer (Creation); Freyja Hablitz, Mara Bonorand, Tatjana Lienz, Mathias Rösch, Tobias Händler (Consulting & Strategy), Kerstin Mende (Art Buying). Illustration: Sebastian Iwohn (The Illustrators). Film production: South-t. Recording studio: Jingle Jungle. Media agencies: MediaCom, Outdoor Media. Print: Setaprint.
