Wunderman Thompson for UPC: Where Gbit/s then so what?
In a broad-based campaign, the Zurich-based agency Wunderman Thompson is introducing cable provider UPC’s new Giga portfolio, which offers gigabit Internet throughout Switzerland.
In the hotly contested Swiss Internet market, the challenge was to successfully communicate UPC's new Giga portfolio, which enables gigabit-speed surfing throughout the entire distribution area with immediate effect. UPC TV and the 100-day right of withdrawal were also important elements of the campaign.
On the one hand, the slogan "Where Gbit/s so what?" was intended to draw attention to the new speed and nationwide availability in a playful way. On the other hand, a clear and comprehensible design language was deliberately created for visuals and moving images with a spreading beam in the UPC colors - the "Beam".
In addition to out-of-home measures in the form of megaposters at Zurich main station and in Geneva, as well as streetcar and bus branding, digital out-of-home advertising, TV commercials, online banners, native ads, social media ads, and print ads in various media were also used. In addition, specially branded trucks drove once across Switzerland during the campaign period.
Responsible at UPCNikki Constantine (Director Brand, Media & Communications); Laura Ballestrin (Manager Marketing Communication); Graziella Gut (Marketing Communication Manager); Pietro Scarascia (Head Digital Marketing). Responsible at Wunderman Thompson: Swen Morath (CCO); Annette Häcki (CD); Christoph Schäfer (text); Stephanie Belvedere (AD); Eveline Hagenbuch (consulting). Responsible at Manifesto (production): Reto Salimbeni (Director); Shannon Mildon (Producer); Michelle Bucher (Producer); Tilman Cluss (Editor); Andy Jenny (3D/VFX Artist).
