Jeff stages eye-catching game show for Swype
Jeff is bringing the young mobile brand Swype into the public eye with a game show. At the Zurich and Basel train stations, the campaign combines a physical brand experience with digital reach.
The aim of the campaign is to build brand awareness and sympathy for the young brand and to present Swype as a digital, bold and approachable brand. Instead of traditional advertising, JEFF is focusing on an interactive experience at Zurich main station and Basel SBB station. On the first weekend at Zurich main station, the campaign already generated a high level of visibility and numerous applications for the subsequent shows.
"With the Game Show, we are deliberately daring to do something unusual," explains Bettina Walder, Swype Marketing & Brand Manager. "We want to show that mobile communications can be more than just tariff models - namely fun, closeness and interaction."
Entertainment with brand value
At the heart of the activation are two specially developed games that showcase Swype in a playful way: In "Splash or Cash", candidates answer quiz questions on the hot seat, while in the "Cash Cube" they hunt for swype notes and attractive special prizes such as iPhones, AirPods or mobile subscriptions. There are prizes with a total value of over CHF 30,000 up for grabs.
Influencer as host and viral amplifier
The show will be hosted by influencer Eric (@ericwdrae), whose community was already involved in advance via a teaser campaign. This not only increased the reach of the event, but also found courageous candidates for the show in advance.
Digital amplification through TrueStory
The digital content agency True Story was responsible for this teaser campaign. In addition to the concept, True Story took on the production of various advertising media featuring Eric and his roles as "HB-Hänger" and "Bresha": DOOH spots at Zurich and Basel train stations, four video performance ads, a YouTube ad as well as half-page and rectangle formats. The agency also developed an animated logo that visually rounds off the campaign and consistently extends the brand presence.
Responsible at Swype (Sunrise GmbH): Bettina Walder (Marketing & Brand Manager swype), Tibor Simon (Head of swype); Responsible at Jeff Zurich: Patrik Bockhacker (Senior Project Manager), Mischa Müller (Art Director), Lena Koschek (Managing Partner) Responsible at True Story: Tobias Platter, Lukas Horst (overall responsibility), Nishant Dixit (video production)
