TBWA\Zurich sets an example for Sunrise

Customers want more appreciation from their telecom providers - these are the findings of a recent GfK study. Sunrise has responded to this and is the only telecom provider in Switzerland to launch a loyalty program in which customers can benefit regardless of sales or points collected. With Sunrise Rewards, Sunrise thanks its customers after one year with a loyalty benefit. From a variety of product options, they receive the selected option at a greatly reduced price or even for free, and for an unlimited period of time.

"Our customers can choose a loyalty benefit that really makes sense for them," emphasizes Timm Degenhardt, Chief Marketing Officer at Sunrise. They can choose from a wide range of almost 30 product options. The selected option can also be changed again later and exchanged for another one. Tobias Händler, Head of Brand Strategy and Marketing Communications: "We revolutionized mobile telephony in April with Sunrise Freedom and launched Sunrise Home in June. Now we are setting a third important milestone for the brand with Sunrise Rewards: we thank our existing customers for being with us. Because we value that very much."

TBWA\Zurich has deliberately focused on authenticity and sympathy for Sunrise and the current loyalty campaign. Employees from a wide range of corporate divisions thank customers in their own personal way and thus send a strong signal.

The positive aura of the campaign already spread within the company during the conception phase and developed a noticeable unifying force among the employees. This enthusiasm should also reach the customers with the campaign and confirm them in their choice for Sunrise.
For the film and photo production, a big casting call was made among the approximately 1800 Sunrise employees. In addition to three specially selected actors and actresses who staged their individual "thank you" for customers, Sunrise employees were also used to thank customers for their loyalty.
When staging the various thank-you letterings in two Sunrise Centers and at Sunrise headquarters, attention was paid to an authentic implementation in which the attention to detail is tangible for the customers.

Under the direction of Marcel Langenegger and cameraman Danny Hiele, a 30-second TV version and a 114-second long version for online streaming were shot. Both formats have in common that all large parts of the country and national languages are united in one film.

The integrated campaign includes ATL measures such as TV, posters, megaposters, ads, eBoards and ePanels as well as BTL measures at the POS. As a special promotion, large-format "Thank you" lettering will be live-painted in the shop windows of around ten Sunrise Centers throughout Switzerland from the start of the campaign on September 15.

Responsible at Sunrise: Timm Degenhardt (Chief Marketing Officer), Fabrice Allegro (Executive Director Mainstream), Tobias Händler (Head of Brand Strategy and Marketing Communications), Minh Dang Nguyen (Senior Brand Manager), Anna Leutar (Senior MarCom Manager Campaigning), Barbara Hasenböhler, Sandra Seydel (Senior MarCom Manager), Nora Angstmann, Andreas Jaeggi, Dominik Krattiger (Creative Manager). Responsible at TBWA\Zurich: Matthias Kiess (CEO), Simon Rehsche (Strategy Director), Bettina Klossner, Moritz Stillhard (Art Direction), Mischa Müller, Silke Erschbaumer (Graphics), Tizian Walti (Senior Copywriter), Petra Zehnder, Sharon Nehrenheim, Stefanie Rübenacker (Consulting); Film Production: Chocolate Films: Marcel Langenegger (director), Michela Trümpi, Sandra Monse, Alexandra Reis (producer), Danny Hiele (DOP); Music: HitMill AG: Roman Camenzind, Fred Herrmann; Photography: Schaub Stierli Fotografie, Pascal Flühmann (graphic designer).