Xentel against Swisscom
Telefon Lowe shows how strongly and quickly the new 1818 directory assistance service wants to get off the ground.
Telefon Lowe shows how strongly and quickly the new 1818 directory assistance service wants to get off the ground.
The Baden-based company Xentel AG has launched a telephone directory assistance service under the catchy number 1818. The company is one of the new providers venturing into the previous monoculture of Swisscom directory assistance 111. Lowe has dramatized this in a funny series of commercials. In one of the films, an about-to-retire 111 is shown dozing in a corner while two sporty skiers with start numbers 18 and 18 test their resilience and endurance in agonizing tunnel training. The two are doing everything they can to prepare for the challenge that lies ahead - serving the information needs of millions of Swiss people. 18 and 18 together are the new Swiss information. Inspired by the ski stars of the 70s, the two 18s are "determined to take over the task of the old, conscientious 111 and become the simplest and most popular source of information", as the accompanying PR text from The Gate Communication puts it. Equipped with enthusiasm, energy, speed, power, conviction and humor, the 18ers are ready to "go anywhere, do anything and endure any torture to win the loyalty and affection of the Swiss," is how Lowe describes the message of the commercials. They were produced by Condor and directed by Michael Fueter.
The commercials for the launch of the information service are accompanied by online advertising and posters that allude to the glorious 70s of skiing with a touch of irony. A fan club will also be set up on the website www.skisstour.ch to follow the further activities of the sporty 18s.
The new information service will initially have 60 workstations, with further expansion planned depending on the success of the new service.
Andreas Panzeri
The Baden-based company Xentel AG has launched a telephone directory assistance service under the catchy number 1818. The company is one of the new providers venturing into the previous monoculture of Swisscom directory assistance 111. Lowe has dramatized this in a funny series of commercials. In one of the films, an about-to-retire 111 is shown dozing in a corner while two sporty skiers with start numbers 18 and 18 test their resilience and endurance in agonizing tunnel training. The two are doing everything they can to prepare for the challenge that lies ahead - serving the information needs of millions of Swiss people. 18 and 18 together are the new Swiss information. Inspired by the ski stars of the 70s, the two 18s are "determined to take over the task of the old, conscientious 111 and become the simplest and most popular source of information", as the accompanying PR text from The Gate Communication puts it. Equipped with enthusiasm, energy, speed, power, conviction and humor, the 18ers are ready to "go anywhere, do anything and endure any torture to win the loyalty and affection of the Swiss," is how Lowe describes the message of the commercials. They were produced by Condor and directed by Michael Fueter.
The commercials for the launch of the information service are accompanied by online advertising and posters that allude to the glorious 70s of skiing with a touch of irony. A fan club will also be set up on the website www.skisstour.ch to follow the further activities of the sporty 18s.
The new information service will initially have 60 workstations, with further expansion planned depending on the success of the new service.
Andreas Panzeri
