Serviceplan Suisse asks good questions about digitization for Swisscom
Digitization poses many questions for Swiss SMEs. Serviceplan Suisse's current campaign for Swisscom addresses the most pressing of these - and also shows where answers can be found.
Many SME bosses ask themselves: What is the best way to tackle digitization? It's a complex issue, because a company's IT not only has to be future-proof and secure, but also efficient and affordable. In its campaign, Swisscom is focusing on precisely these sticking points. The subjects show SME executives asking themselves key questions about digitization. Answers are provided in the form of online tests that can be used to quickly and easily find out whether the in-house IT infrastructure meets modern requirements, how well the SME is protected against cyberattacks, and how much digitization actually costs.
The aim of the campaign is to address SME owners as directly as possible and motivate them to take action. Through portraits photographed in authentic office environments, quoted questions written in dialect in the German-speaking part of Switzerland, and above all through concrete call-to-actions.
The communication measures developed and implemented by Serviceplan Suisse include advertisements in trade magazines and major Swiss newspapers such as NZZ, View and Le Temps as well as online banners and social media ads. Swisscom also developed and implemented social media measures internally.
Customer: Swisscom (Switzerland) Ltd. Responsible at Serviceplan: Günter Zumbach, Jan Krohn (text), Hanning Beland, Thomas Müller (art direction), Carina Kienzle (graphics), Marcin Baba (executive creative direction), Edi Walker, Selma Caglayan (consulting), Nathalie Jakober (art buying), Peter Schäfer (chief strategy officer), Sonia Ducu, Raul Serrat (overall responsibility). Production: Stories (production); Johannes Diboky (photographer).
