Partner & Partner launches Twint

Twint is Switzerland's first integrated payment and shopping app. It promises a new shopping experience without cash and cards and works at the store checkout as well as in online or app stores, at vending machines or between friends. Following a pitch process in the spring, Partner & Partner was entrusted with developing Twint's communication strategy. "The challenge of launching Twint is twofold: not only is a new brand being established, but a completely new product is being introduced at the same time," says Luc Holzach, strategist at Partner & Partner, describing the appeal of the task. "The launch will take place in three stages: First, we want to anchor the brand in a specific environment; in a second step, we want to win over merchants; and in the third stage, we want to establish Twint nationwide," he says, explaining the communication strategy.

In the first phase, the focus is on building a community via social media. The primary target group includes 25- to 45-year-old urbanites with an affinity for technology and lifestyle. With this Twint community, the market position will be built and strengthened as it holds together the converging lifestyle and liking for the brand. "Cultivating the same through market cooperation in the event sector is central," Luc Holzach elaborates, emphasizing the need for a catchy claim: "To communicate the brand feeling in a sustainable way, Twint is used as an adjective. The claim is "... that's Twint". It is also the linguistic bracket around the emotional positioning."
"Twint is not just a payment app, it's a way of life."

The phase of business customer acquisition was successful. In cooperation with Ronorp, many retailers and trendy stores were acquired throughout Switzerland. National Twint pioneers are the Coop Group and the SV Group. Starting in November, SBB is gradually equipping its ticket vending machines with Twint.

The large-scale roll-out in the third and current phase aims to make Twint known to the general public, but without moving away from the Twint community of the first hour. TV commercials and virally distributed clips are being used as communication measures, which, together with posters, are intended to anchor the fresh, young brand messages in the long term and emotionally. The communication with the merchants mainly takes place with mailings, advertisements, banners and trade fair appearances.

Responsible at Twint: Michael Hügli (overall responsibility/marketing management), Evelyn Schneider Reyes (project management communications), Christine Kilchör (trade fairs/events). Responsible at Partner & Partner: Luc Holzach (Strategy/Consulting), Martina Sager (Project Management), Michèle Shouman (Project Management digital), Benno Maggi (CD Film), Gianfranco Acocella (CD Art), Chris Fotheringham (AD Graphic Design), Phillip Bührer, Jonas Lutz (Graphic Design), Matthias Ziegler, Mathias Zimmermann (Text), Stefan Weber (UX Design), Andreas Beugger (UI Design); Community Activities (Ronorp); Who's McQueen (video production), Humbi Entress (direction); Oppenheim & Partner (PR); Goldbach Media (mobile/online advertising).