New: Swiss Post as the engine for a modern Switzerland

Swiss Post has been connecting Switzerland for 175 years. In doing so, it makes an important contribution to the country's quality of life and location. The population, companies and institutions benefit in many different ways from a constantly growing range of services - and at the same time from the highest standards in terms of security, sustainability and accessibility for all. In its anniversary year, Swiss Post is now launching the next phase of its image campaign, with Neu, formerly known as Heimat Zürich, as the agency responsible. After focusing most recently on the role for SMEs (advertisingweek.ch reported), Swiss Post is positioning itself in the current strategy phase via its broader, general role as an engine for a modern Switzerland.

Slogan "Go on, Switzerland."

With "Weiter geht's, Schweiz.", Swiss Post's various services and the corresponding customer benefits are to be condensed into a campaign sentence that is intended to express both attitude and offer. In a dynamically adapted form, the phrase becomes a style-defining element that runs through the entire campaign and thus provides a yellow thread in terms of both content and visuals.

An image film acts as the umbrella film, linking strategically important topics such as sustainability, proximity, simple and secure digital services, Swiss Post as an employer or the opening up of the network. Each of these topics is the focus of a separate film, in which scenes from the image film are taken up and explored in greater depth. On the one hand, this campaign mechanic brings about consistent integration in terms of content as well as form across different levels of image communication. On the other hand, it makes it possible to prioritize these topics differently for certain target groups in the playout of the campaign. In addition, the constant further development of the campaign and the consideration of new needs should become easier.

"On the one hand, Swiss Post has an infinite amount to tell, on the other hand, communication must be simple and emotional. With 'Weiter geht's' we combine these demands - with a communicative platform that can be used to integrate the many measures from internal communication to sales-oriented product communication," says Michel Sulser, Team Leader Themes & Campaigns at Swiss Post.

All measures lead to a campaign hub that enables further discussion of the topics and becomes a hinge to the product world of Swiss Post. In this way, the image campaign can be connected to measures that directly impact the business in the form of offer communication. The campaign will be launched these days throughout Switzerland and will run in numerous versions online and on TV.

Responsible at the post office: Alexander Fleischer, Christina Buck, Michel Sulser, Tatjana Meichtry, Fabian Merz, Julia Trottmann. Responsible at Neu Creative Agency: Simon Rehsche, Nico Ammann, Andrea Braschler, Adam Schwarz, Finn vanGrondel, Bettina Beyeler. Directed by Alex Feil. Production: Pumpkin Film. Media: Havas.