«Meillorca» Instead of Mallorca: Futureworks and SWISS Miles & More Campaign
With playful wordplay like «Meillorca» or «Meilami,» Futureworks brings the first top-of-funnel campaign for the SWISS Miles & More credit cards to life—in an emotional, clear, and memorable way.
How Futureworks Brings the SWISS Miles & More Campaign to Life with Wordplay
Swisscard, in collaboration with the Zurich-based creative consultancy Futureworks, has launched the first top-of-funnel campaign for the SWISS Miles & More credit cards. At the heart of the SWISS Miles & More campaign is a simple yet effective principle: the promise that collected miles will get you to your destination faster—summed up in the campaign slogan «Miles make it possible.».
Wordplay as a Creative Thread
The creative centerpiece of the campaign is onomatopoeic wordplay: «Meillorca» instead of Mallorca, «Meilami» instead of Miami, «Meilaga» instead of Málaga. These combinations link the term «mile» with well-known travel destinations, thereby highlighting the core benefit of the credit cards: Anyone who uses the SWISS Miles & More credit card for everyday purchases earns miles—which they can redeem for their next flight. The idea is designed to be emotional, clear, and memorable.
Nikola Vuongova, Brand & Campaign Lead for SWISS Miles & More credit cards at Swisscard, explains the approach: «Together with Futureworks, we’ve developed a new communication strategy for our first top-of-funnel campaign. We want to capture people’s attention with a surprising and playful idea.» The goal is to reach people who have had little exposure to Miles & More so far by showing them, in a lighthearted and accessible way, what opportunities their earned miles could open up.
Widespread presence in the target audience's daily life
The campaign ran through mid-June at Zurich’s train stations, at Zurich Airport, on Working Bicycles, on social media, and on Zattoo—in other words, in places where people go about their daily lives and might be dreaming of a travel destination.
Incubeta was responsible for media planning for the SWISS Miles & More campaign.
For more information about Futureworks, visit: https://www.futureworks.ch
The person in charge of SWISS Miles & More at Swisscard: Nikola Vuongova (Brand & Campaign Lead) Responsible at Futureworks: Jonas Hubacher (Creative Direction), Valentina Röschli and Borries Schwesinger (Concept), Chiara Huber (Graphic Design), Charlotta Falk (Account Director) External partners: Incubeta (Media Planning)
