Young people and their phones: Everything but phone calls
Sunrise is going on the offensive in the under-30 segment. With a campaign from Publicis that shows the everyday mobile life of young people.
Young people live their own digital lifestyle, and Sunrise wants to meet this even better in the future. "After network quality, convergence offers and the business customer segment, we are now focusing even more strongly on the youth segment," says Sunrise CEO Olaf Swantee. A first step, he said, is the new offers for under-30s. As a next step, Sunrise wants to regularly exchange ideas with different groups of young people at the highest level in order to meet their needs even better and offer a unique service for their digital everyday life.
This everyday life of the under-30s is also at the center of the Young campaign: Data at Sunrise and from studies have shown that young people today need their phone for everything - except for making calls. "The young need data, data, data, but hardly ever the phone anymore - at most when grandma calls them," says Christoph Timm, responsible for brand strategy and marketing communications at Sunrise. With the new unlimited offers, Sunrise Young is now even more in line with the user behavior of young people. For example, there is now the first mobile subscription that is fully geared to the usage habits of digital natives and offers unlimited data consumption with 4G+ - any phone calls are then billed separately.
A day in the cell phone of teenagers
For the campaign, Publicis and Sunrise asked twenty young people from all over Switzerland between 16 and 25 to document their everyday cell phone use: Each of them filmed themselves briefly after using their cell phone and said what they were currently using. From these shortest selfies, a filmed daily statistic was compiled for each young person - "A day on Nicole's cell phone," for example. This form of selfie film, which as of now runs primarily on online and social media channels, corresponds in form and content to the communication habits of young people.
Cell phone everyday life on posters
The campaign is extended by posters, digital OOH and banners, for which photographer Lukas Gansterer and Publicis accompanied various young people through their day and photographed their cell phone use - from early morning in bed to evening get-togethers with friends.
Responsible at Sunrise: Christoph Timm (Director Brand Strategy & Marketing Communication), Sandra Seydel (Senior Marketing Manager), Marc Halm (Senior Marketing Manager Online & Social Media), Sarah Fuchs, Nicolas Müller (Apprentice). Responsible at Publicis: Peter Brönnimann, Johannes Raggio (CD), Michael Brauchli (Head of Art), Yannick Schaller (Text), Mona Fluri (Art Direction), Jan Theus (Graphic Designer), Nicolas Leuthold, Nicole Waldis (Apprentices), Matthias Städeli, Angelos Apostolidis, Franziska Wiesner (Consulting), Thomas Wildberger (CEO). Responsible at Crossmedia Production: Prodigious (Inhouse Production Publicis), Suzana Kovacevic (Integrated Producer), Stefan Rüegg (Head of Video Production), Pierre Copsey (Video Production), Philipp Zubler, Marco Christen, Dario Schmid (Video & Motion Graphics Production) Martin Ottinger (Image Editing), Lina Baumann (Casting and Photo Production), Lesley Ryffel (Production Manager), Lukas Gansterer (Photography).
