Here everyone finds connection
Contexta is showcasing Swisscom's expanded DSL offerings in a large-scale, comprehensive campaign.
From a cozy DSL start to super-fast Infinity: Swisscom's new, expanded DSL offering provides just the right Internet connection for everyone. Contexta brought this variety to the point in a large-scale overall campaign.
People's needs are as diverse as the people themselves. And sometimes it can be surprising who finds what important. The rich, pearl-clad lady wants "the cheapest". The little girl on her running bike wants "the fastest", of course. The mathematics professor wants "the easiest". The tall basketball player wants "the smallest". And the daredevil and absolutely unconventional artist longs for "the most normal". They all find exactly what they are looking for at Swisscom. Because Swisscom's versatile DSL Internet offering meets every need.
The DSL campaign is Swisscom's comprehensive and fully integrated overall campaign. The demands on the campaign concept, which had to function quickly and flexibly in all disciplines, were correspondingly high. Contexta and the team around the two CDs Bene Abegglen and Moritz Staehelin solved the task in a skillful play with contrasts, clichés and their refutation. The campaign is designed to surprise, and thus to get to the heart of the diversity of DSL offerings in an astonishing way. At the same time, it emphasizes Swisscom's broadband expertise and the benefits that customers derive from it. The idea will be carried out not only on TV and in print, but also in cinemas, on the Internet, in direct mailings, on the radio and in Swisscom stores. "The simple and very clever mechanism of the broad-based overall campaign has the great advantage that the individual DSL subscriptions can be advertised very specifically without losing the main message," say Roger Renfer and Patrizio Pivirotto, advertising managers at Swisscom. From the fastest to the cheapest to the very normal DSL subscription: Swisscom has just the right thing for everyone.
The core of the campaign is a 30-second basic spot produced by Ping Pong, which presents the entire diversity of the new DSL offering. This results in several short product spots, accompanied by corresponding print subjects, which advertise the various DSL subscriptions. Of course, the campaign is also found on the Internet, where there is a lot of interaction and high entertainment value.
In order to be able to implement this accordingly, Nadine Borter, who is responsible for the entire project, relied on illustrious people. With director Christian Aeby and photographer Giovanni Castell, Contexta staged Swisscom's new visual language in a very atmospheric and independent way. On a real Tour de Suisse, they traveled from Geneva via Olten to Ticino and staged the various characters in fitting locations: "Nobody is only what they seem to be. The rich lady suddenly wants the cheapest thing and the freaky artist wants the normal thing. These contrasts are most exciting when our protagonists remain credible and authentic," says Aeby. In the same way, photographer Giovanni Castell added an extra quality to the campaign with his images. "We tried to capture the unexpected and the random, not the overly obvious."
Peter Eisenegger and Daniel Landolt from the Contexta subsidiary atfront have further developed the campaign online. On the Internet, the various characters live together under one roof: At www.swisscom.ch/dsl, visitors can get to know the DSL house and its interesting residents in more detail and are thus introduced to the benefits of the new DSL subscriptions in an entertaining way.
Andreas Panzeri
People's needs are as diverse as the people themselves. And sometimes it can be surprising who finds what important. The rich, pearl-clad lady wants "the cheapest". The little girl on her running bike wants "the fastest", of course. The mathematics professor wants "the easiest". The tall basketball player wants "the smallest". And the daredevil and absolutely unconventional artist longs for "the most normal". They all find exactly what they are looking for at Swisscom. Because Swisscom's versatile DSL Internet offering meets every need.
The DSL campaign is Swisscom's comprehensive and fully integrated overall campaign. The demands on the campaign concept, which had to function quickly and flexibly in all disciplines, were correspondingly high. Contexta and the team around the two CDs Bene Abegglen and Moritz Staehelin solved the task in a skillful play with contrasts, clichés and their refutation. The campaign is designed to surprise, and thus to get to the heart of the diversity of DSL offerings in an astonishing way. At the same time, it emphasizes Swisscom's broadband expertise and the benefits that customers derive from it. The idea will be carried out not only on TV and in print, but also in cinemas, on the Internet, in direct mailings, on the radio and in Swisscom stores. "The simple and very clever mechanism of the broad-based overall campaign has the great advantage that the individual DSL subscriptions can be advertised very specifically without losing the main message," say Roger Renfer and Patrizio Pivirotto, advertising managers at Swisscom. From the fastest to the cheapest to the very normal DSL subscription: Swisscom has just the right thing for everyone.
The core of the campaign is a 30-second basic spot produced by Ping Pong, which presents the entire diversity of the new DSL offering. This results in several short product spots, accompanied by corresponding print subjects, which advertise the various DSL subscriptions. Of course, the campaign is also found on the Internet, where there is a lot of interaction and high entertainment value.
In order to be able to implement this accordingly, Nadine Borter, who is responsible for the entire project, relied on illustrious people. With director Christian Aeby and photographer Giovanni Castell, Contexta staged Swisscom's new visual language in a very atmospheric and independent way. On a real Tour de Suisse, they traveled from Geneva via Olten to Ticino and staged the various characters in fitting locations: "Nobody is only what they seem to be. The rich lady suddenly wants the cheapest thing and the freaky artist wants the normal thing. These contrasts are most exciting when our protagonists remain credible and authentic," says Aeby. In the same way, photographer Giovanni Castell added an extra quality to the campaign with his images. "We tried to capture the unexpected and the random, not the overly obvious."
Peter Eisenegger and Daniel Landolt from the Contexta subsidiary atfront have further developed the campaign online. On the Internet, the various characters live together under one roof: At www.swisscom.ch/dsl, visitors can get to know the DSL house and its interesting residents in more detail and are thus introduced to the benefits of the new DSL subscriptions in an entertaining way.
Andreas Panzeri
