Sunrise Rewards: thjnk Zurich Turns the Tables on the Telecom Industry
In the telecommunications industry, new customers have traditionally been the ones rewarded—while loyal existing customers often came away empty-handed. Sunrise is changing that with its new loyalty program, «Sunrise Rewards,» and a campaign by thjnk Zurich.
Until now, anyone switching providers in the telecommunications industry has been rewarded with attractive offers. Those who stayed, on the other hand, usually came up empty-handed. Sunrise has fundamentally reimagined this dynamic with its new loyalty program, «Sunrise Rewards»—and, in collaboration with thjnk Zurich, has developed a campaign to raise awareness of Sunrise Rewards throughout Switzerland.
A Paradigm Shift in a Saturated Market
The campaign developed by thjnk Zurich is based on a simple observation: Some things don’t get any better the longer they last—but «Sunrise Rewards» does. The longer customers stay with Sunrise, the more loyalty points they earn, and the greater the benefits become.
Sandro Tschuor, Senior Director of Brand, MarComs & Sponsoring at Sunrise, explains the program’s strategic positioning: «In a saturated and commoditized market, a differentiated brand is becoming increasingly crucial. With Sunrise Rewards and our consistent and memorable communication around it, we’re creating a true innovation for the Swiss telecom market. We’re rewarding our customers» loyalty, which amounts to a paradigm shift in the category.”
Humorous TV commercials showcase the Sunrise Rewards campaign
The message is creatively conveyed in two TV commercials, in which typical, embarrassing telecom moments are humorously exaggerated. In the first commercial, a smartphone connects to speakers without permission and plays a personal voice message. In the second, a private call made on the car phone becomes audible to everyone present. Both situations become more and more awkward with every passing second—and thus stand in deliberate contrast to a program that gains value over the course of the customer relationship.
OOH and DOOH Make Benefits Tangibly Visible
Out-of-home and digital out-of-home displays highlight the specific benefits of the program: The loyalty points earned are visually condensed into symbolic benefits, making it immediately clear how customers benefit from «Sunrise Rewards.» As part of the campaign launch, the Sunrise brand also received a visual refresh. The campaign is being rolled out nationwide across TV, online, DOOH, and OOH.
Responsible at Sunrise: Sandro Tschuor (Senior Director of Brand, Marcoms, and Sponsorship), Anna Leutar (Head of ATL & Brand Campaigning), Andreas Jäggi (Senior Marketing Manager), Anastasija Knezevic (ATL & Brand Campaigning Manager) Responsible at thjnk Zurich: Alexander Jaggy, Pablo Schencke (Creative Director), Maira Weidmann, Luca Stancheris (Creative Director), Corinne Bischof, Tobias Buholzer (Copywriter), Elhan Abduli, Katharina Binder (Art Director), Patricia Schneider (Graphic Designer), Gordon Nemitz (Managing Director, Strategy), Andrea Bison (Managing Director, Consulting), Cornelia Nünlist, Lea Schneider, Michaela Bossard, Nadine Reber (Consulting), Benjamin Calcott (Production), Sven Ritterhoff, Louis Ziemke, Julian Steiner, Wasen-Lee Volk, Sinan Lazaar Bolkan, Erik Rüdebusch (Branding), Célina Stadler (Graphic Design) External Film Partners: Czar Film (Production), Mike Warzin (Director), Florian Nussbaumer (Executive Producer), James Bland (Co-Producer), Jessica Sonderegger (Producer), Alex Barber (Director of Photography), Max Windows (Editor), Ioannis Sochorakis (Production Designer), Damaris Eigenheer (Stylist), Cloudscape (VFX/Post-Production), Dub Dub (Sound Studio), Mediatonic and Sirmary (Media) External OOH/DOOH Partners: Foreal (design agency), RTK Medientechnik (final artwork)
