Sunrise launches new communication campaign
Sunrise Switzerland has launched its new communications campaign, which aims to further define the brand’s personality and simplify its product portfolio, based on the core principle of simplicity. The campaign was conceived and executed by the Geneva-based agency Rive Gauche.
Sunrise Switzerland has just launched its new communication campaign, which seeks to strengthen the brand's personality and simplify the product landscape with the basic idea of simplicity. The campaign was conceived and realized by the Geneva agency Rive Gauche, which Sunrise had already entrusted with the entire communication strategy and advertising creation in August 2007. According to the press release, Sunrise's new attitude paved the way for Rive Gauche to create a more attractive, empathetic, clearer and, above all, simpler brand personality in the eyes of consumers.
Similar to the automotive industry, the telecommunications industry is often perceived as complicated and opaque. Sunrise therefore scrutinized its products and tariffs in order to simplify them and make them more attractive and easier to understand for the average consumer. The basic strategic and creative idea was therefore to demonstrate the simplicity of Sunrise's new positioning through strong, original, universal, playful imagery that everyone can understand. "The telephone of our childhood - two tin cans connected by a string - is anchored in our memories as a universal symbol for telephoning and simplicity," the press release continues.
According to Alphonse Garcia, CEO and CCO of Rive Gauche, this campaign breaks with the usual codes and conventions in the telecommunications world. It therefore gives Sunrise the status of a leader and a positioning that clearly sets it apart from the competition by clearly communicating simplicity and customer proximity. Rive Gauche developed and realized this concept for the traditional advertising media of posters, TV and print as well as for below-the-line, Internet, SMS and POP. Studio Production in Geneva, under the direction of Thierry Bourdeille, was commissioned to produce the photo and film shoots. The TV commercial was directed by Sébastien Dhrey, who has already directed international commercials for companies such as Nissan and Hollywood.
Responsible at Sunrise: Alexandra Reich (COO Residential Customers), Elisabeth Baumgartner (Director Marketing & Communication), Daniela Schönholzer (Teamleader Atl Communication). Responsible at Rive Gauche: Alphonse Garcia & Yves Portenier (Creative Direction), Vincent Freccia (Art Direction), Christian Olsen (Graphics), Sébastien Fabbi (Consulting). Production: Thierry Bourdeille (Le studio production), Sébastien Dhrey (TV spot director), Olaf Wipperfüth (photography).subjects images:
TV spot:
