Swisscom and Heimat launch new campaign

Swisscom is launching a campaign in mid-September to publicize the new Swisscom TV 2.0. The self-developed and newly cloud-based TV product offers additional functions, even more content and a completely new design. At the center of the campaign is the TV commercial, which is staged like a blockbuster. The storyline shows that in future, television will be geared much more towards the viewer and no longer the other way around. "With the new Swisscom TV 2.0, the viewer becomes the program director," says Tim Alexander, Head of Marketing and Brand Communication. "Because with the new and expanded functions of Swisscom TV 2.0, everyone can flexibly tailor their TV program to their personal viewing habits. Viewers decide what content they want to watch, when and where".

The new TV experience is enhanced by feature film content and the replay function, which allows missed programs to be watched up to seven days after they were broadcast.

On TV, the commercial is accompanied by tag-ons in which further functions of Swisscom TV 2.0 are presented, such as the variety of channels with over 250 channels, parallel recording and television on smartphones, tablets and PCs. The topics are also extended by motifs in print and posters and supported by online measures. The various new functions of Swisscom TV 2.0 can be experienced by customers on a central landing page: Swisscom.ch/tv2. The campaign will be visible on high-reach channels such as TV and posters throughout Switzerland from September 15, 2014.

Film production: Pumpkin Film. Producer: Stefanie Brand. Director: Martin Werner. Client: Swisscom Switzerland. Creative agency: Heimat, Berlin. Online agency Plan.Net, Zurich.