Advico Young & Rubicam realized "Free Internet" for Sunrise
The telecommunications company Sunrise is launching a promotion that allows customers to save on ADSL connection fees under certain conditions. At the same time, it confirms that it is behind the «Free Internet» teaser campaign, which was created by Advico Young & Rubicam. Alexandra Reich, head of Sunrise’s residential customer division, explained to Werbewoche why she chose to work with the agency on this campaign, even though it lost the Sunrise account last year.
The telecoms company Sunrise is launching a campaign that allows customers to save on ADSL connection fees under certain conditions. At the same time, it confirms that it is behind the "Free Internet" teaser campaign. This was realized by Advico Young & Rubicam. The agency, which lost Sunrise's budget last year, was therefore able to carry out another assignment for the telecommunications company. Sunrise is waiving the monthly Internet connection fee of CHF 49 for all those who opt for a combination of mobile subscription and fixed network connection with Internet between February 19 and April 30, 2008. Those who take advantage of the so-called "Free Internet" promotion can save almost 600 francs per year, according to a press release. The offer is also valid for customers who are currently still tied to contracts with other providers.
With this offer, Sunrise wants to show what the liberalization of the telecommunications market will bring to customers, the company continues. Sunrise did not say in the communiqué that the teaser campaign "Free Internet" would be discontinued with the announcement of this savings offer. However, when asked by Werbewoche, spokesman Gottardo Pestalozzi confirmed: "Yes, we are behind the teaser campaign".
The campaign was created by Advico Young & Rubicam.
"Sunrise's lead agency will remain Rive Gauche," Alexandra Reich, Head of Sunrise's Private Clients division, told Werbewoche. "We work with other agencies on a selective basis. Advico Young & Rubicam made an exciting offer here". However, the next campaign will again be realized by Rive Gauche. "We believe in challenging the lead agency from time to time," explained Reich. Sunrise had worked with Advico Young & Rubicam until last year, but then withdrew the mandate. "You can definitely work with former partners - I still speak to my ex-husband," said Reich with a smile. After all, a lot had happened at Advico with the founding of the Young & Rubicam Group. As part of the "Free Internet" teaser campaign, an interest group claimed to be campaigning for free access to the Internet. In addition to nude demos, online ads and TV and radio commercials were also used. Bloggers and the Abendzeitung Heute newspaper discovered that Sunrise was behind "Free Internet".
According to Alexandra Reich, Sunrise is "satisfied within expectations" with the campaign. "We wanted to get people to think about free Internet access. We expected that there would be speculation about the sender of the campaign," says Reich. It was also a gamble that people would recognize the commercial background of the campaign. "We didn't want to deceive anyone, but we certainly wanted to polarize."
The teaser is now being replaced by a classic campaign that takes up the subjects from the teaser phase.
With this offer, Sunrise wants to show what the liberalization of the telecommunications market will bring to customers, the company continues. Sunrise did not say in the communiqué that the teaser campaign "Free Internet" would be discontinued with the announcement of this savings offer. However, when asked by Werbewoche, spokesman Gottardo Pestalozzi confirmed: "Yes, we are behind the teaser campaign".
The campaign was created by Advico Young & Rubicam.
"Sunrise's lead agency will remain Rive Gauche," Alexandra Reich, Head of Sunrise's Private Clients division, told Werbewoche. "We work with other agencies on a selective basis. Advico Young & Rubicam made an exciting offer here". However, the next campaign will again be realized by Rive Gauche. "We believe in challenging the lead agency from time to time," explained Reich. Sunrise had worked with Advico Young & Rubicam until last year, but then withdrew the mandate. "You can definitely work with former partners - I still speak to my ex-husband," said Reich with a smile. After all, a lot had happened at Advico with the founding of the Young & Rubicam Group. As part of the "Free Internet" teaser campaign, an interest group claimed to be campaigning for free access to the Internet. In addition to nude demos, online ads and TV and radio commercials were also used. Bloggers and the Abendzeitung Heute newspaper discovered that Sunrise was behind "Free Internet".
According to Alexandra Reich, Sunrise is "satisfied within expectations" with the campaign. "We wanted to get people to think about free Internet access. We expected that there would be speculation about the sender of the campaign," says Reich. It was also a gamble that people would recognize the commercial background of the campaign. "We didn't want to deceive anyone, but we certainly wanted to polarize."
The teaser is now being replaced by a classic campaign that takes up the subjects from the teaser phase.
