Thjnk for Swiss: Traveling in the comfort zone
In its new campaign for Switzerland’s flag carrier, the Zurich-based agency Thjnk emphasizes service and a seamless customer experience—without resorting to national folklore.
Following a multi-stage pitch last year, Swiss is now launching a new communication platform based around the claim "Swiss all the way", which focuses on the all-encompassing value proposition of Switzerland's leading airline.
Well looked after from A to Z
The pandemic was a turning point for the airline industry. In terms of corporate strategy, Swiss has used these changes as an opportunity to sharpen its own brand identity and focus on a differentiating factor that is deeply rooted in its DNA: the unique travel experience. For passengers, this means a seamless and carefree customer journey that begins before the journey and does not end with the "Uf Wiederluege" on board.
"Swiss all the way"
The new claim "Swiss all the way" sums up this journey. From booking in the app to moments of pause and culinary enjoyment on board to the extra mile of the cabin crew and the world-famous Schöggeli: "Swiss all the way" describes the usual Swiss service quality from A to Z, without falling into glorifying national folklore. "Our airline is thus strengthening its positioning as a host that wants to offer all passengers a comfortable travel experience - attentive to detail, warm in its dealings and authentic in its appearance," says Swiss Head of Marketing Stefan Vasic (Click here for the exclusive, in-depth interview with Stefan Vasic).
The new appearance
The campaign's value proposition is brought to life emotionally through warm, cinematic imagery. At the center of the international campaign is a film in which the lightness of travel is told by a couple dancing from home to the Swiss Lounge and their flight to New York. "This seamlessness, this interlocking of our service offerings, is of central importance to us," explains Swiss Head of Marketing Communication Campaigns, Cornelia Zehnder Späth. To create the film, Thjnk Zurich worked with director Charlie Di Placido, who is internationally renowned for his music videos for the band Jungle. The soundtrack was composed by producer Jamie Lloyd-Taylor. In five shorter films, various Swiss Services are also put in the spotlight.
Swiss hospitality goes around the world
In print, DOOH, OOH and digital advertising media as well as on social media channels, everything remains in motion: 26 subjects cover different touchpoints of the customer journey, thus constantly recharging the new claim and carrying the warmth and cordiality of the leading Swiss airline out into the world across all funnel stages with warm colors, unseen perspectives and a human tonality.
Responsible at Swiss: Stefan Vasic (Head of Marketing), Cornelia Zehnder Späth (Head of Marketing Communication Campaigns), Roman Glauser (Team Lead Social Media & Dialogue Marketing), Kim Vetter (Project Lead), Andrea Laube (Project Lead), Caroline Ronzani (Project Lead). Responsible at Thjnk Zurich: Alexander Jaggy, Pablo Schencke (GF Creation), Tobias Röben, Artur Deyneuve, Lukas Amgwerd, Lukas Frischknecht (Creative Direction), Daniela Bär (Text), Susanna Fill, Fabian Esslinger, Isabelle Hauser (Art Direction), Lea Scherz, Julien Le Goff, Josephine Jeanguenin, Laura Starace (Graphic Design), Andrea Bison (GF Consulting), Claudia Ziltener, Romaine Brunner, Anoushé Dastmaltschi, Marisa Studer, Lukas Steiner (Consulting), Gordon Nemitz (GF Strategy), Carole Räber, Fabienne Peyer (Strategy), Thomas Nabbefeld, Laura Früchtenicht, Marcus Wetschewald, Katja Sluyter (Producing, Art Buying), Caroline Milecki, Irem Nisa Dogan, Judith Sievers, Julia Raatz, Philipp-Morten Gohla, Thomas Giang, Tim Kuphaldt (Social Media). External partners:inside: CZAR Film AG (Production), Charlie Di Placido (Director), Peter Bishop (DOP), Gary Kent (Steadicam), Florian Nussbaumer (Executive Producer), Sandy Blum (Producer), Julia Weber (Producer), Shay Latukolan (Choreographer), Florian Engelhardt (1st AD), Raphael Toel (Head Lighting), Robin Fessel (Set), Philipp Junker (styling), Erica Büsser (make-up), Chris Zimmermann (editing), Alex Gregory (grading), Gregor Rosenberger DubDub (sound design & mix / audio engineer), Patrick Baumann (Cloudscape / VFX), Charlie Herzmann (post producer CZAR), The Pool Collective (photo production), Saskia Wilson (photography), Photographer & Director, Cameron Gray (Project Direction), Dhondup Tersey (Production Zurich), Jean Francois Rioche, Jaume Fite (Service Production Andalusia), Cedric Widmer (Digital Tech), Aaron Graf (Camera), Adria Feriche (Camera), Chrigi Eser (Gaffer), Philipp Junker (Styling), Julia Zehnder (styling assistant), Natalija Pocuca (equipment), Emeis Deubel (photo production), Konrad Florian Emeis (producing), Felix Wittich (photography), Paul Pack (camera), Louisa Juelich (styling), Jonas Ellenbrock (Protokoll Studios, retouching), Jessica Schaefer (Pulse Production, service production).
