Bühler & Bühler designs light run campaign for Swisscom
For the eighth consecutive year, the lead agency Bühler & Bühler developed a festive direct marketing campaign for Swisscom. At the end of 2025, more than 400,000 Swiss households received a sustainable print mailing featuring a built-in board game and a contest centered on the ’Lichterlauf” event.
Once a year, a special print mailing lands in the letterboxes of Swisscom customers. The campaign is used to cross-sell mobile, internet and TV subscriptions and has been designed by dialog lead agency Bühler & Bühler for seven years. At the end of 2025, the agency once again opted for a creative implementation that embodies solidarity during the festive season.
For the New Year, Swisscom is not only inviting customers to take advantage of attractive offers, but also to take part in a big run of lights. The world's most sustainable telecommunications company makes sure that the physical direct mailings convey added value as well as messages. As a result, over 400,000 Swiss households enjoy discounts and tangible gamification.
Sustainable fun without plastic
The back of the mailing contains an adventurous ladder game with lots of surprises. The dice and the figures can be made from the sheet of paper in just a few simple steps - without any glue or plastic. The emotional storytelling starts exactly where the best Christmas memories come to life: Presents, lights, delicious food and being together.
The whole thing is supported by the specially designed Lichterlauf game, which is also a hidden object game including a competition. An overarching concept that proves: Swisscom accompanies and connects people - in real life via the best network in Switzerland and now also on the game board.
"Dialogue marketing shapes personal contact with customers and always contributes to the brand image. Every measure is a business card of the company with appreciation and relevance that invites customers to linger and should be remembered. In keeping with Swisscom, we design campaigns that invite customers to discover the offers, surprise them and are also useful," says Chief Creative Officer Doris Bühler, explaining the agency's approach.
