Action-packed and very poetic
Telecommunications Orange and Swisscom advertise their mobile networks with almost identical concepts, but in contrasting ways.
Telecommunications Orange and Swisscom advertise their mobile networks with almost identical concepts, but in contrasting ways.
Nothing is more invisible than a network that transports voices, images and letters. How can consumers recognize the benefits if they can't feel them? This presents the advertising agencies for the two mobile phone providers Swisscom and Orange with tricky tasks. But the egg of Columbus has already been found: As with a detergent or small car, positioning can only be achieved through image. Of course, differences can be perceived in the individually experienced service of the two providers. But that is everyday mobile life, Peanuts.tunnel or Alpine pass?
Swisscom was the first provider in Switzerland and remains "unchanged and by far the market leader", Publicis can assume as the basis for its advertising. For the mobile giant's in-house agency, the campaigns for Swisscom Mobile are therefore "primarily about confirmation for customers".
Publicis has developed a campaign that "enables even clearer responses than before" to the various communicative attacks from competitors. One spot, for example, emphasizes the fact that Swisscom Mobile "still offers the best coverage of all mobile network operators". This applies - explicitly in response to last year's Orange campaign - even in remote mountain areas. Swisscom Mobile emphasizes "clear advantages". The commercial shows that indoor mobile communication is also possible in underground car parks. Coverage in railroad tunnels is also visualized in the new campaign's mini film.
This dramatizes the advantages of Swisscom with a "Mobileman" who is on the road in his car every day to test whether and how good reception, sound quality and noise suppression are with Swisscom Mobile, even in the most unusual locations. The commercial is entertaining, quickly edited and smilingly conveys the self-assurance of the class leader.
"We do everything we can to make it work everywhere," summarizes the campaign claim. Which confirms the company slogan "Go far. Come close" is confirmed in the best possible way, according to Publicis. Anyone who sees the commercial should ask themselves the additional question "more than ever": "Am I on the right network?"
The first thing in the morning
In its 2002 Orange Network campaign, the Lowe agency used landscape images to find answers to this question in the most remote mountain landscapes. The quality of "Orange Network" was demonstrated in places in Switzerland where you can only make cell phone calls on the Orange network.
As a continuation of this idea, Lowe has now realized a campaign that shifts the focus to people. In advertisements, TV commercials and in the cinema, Orange shows the unusual everyday working lives of customers who are committed to the Orange network and its quality day after day. Not in the
The campaign portrays the 21-year-old professional fisherman Hansueli Zwimpfer, who has taken over a fishing business from his father and is now the 13th generation to run the company.
For Orange, the fisherman is an "ideal example of the individual needs of customers". According to the commercial, the professional fisherman's life includes 540 kilograms of hardware, seven business trips, four deliveries and - a net.
Lowe's campaign aims to position Orange in Switzerland as a "reliable partner with outstanding network quality". The satisfaction of Orange customers is currently being publicized with advertisements and TV commercials throughout Switzerland.
The protagonists of the TV commercials advertising Swisscom Mobile and Orange mobile customers could not be more different.
Smile free for 60 minutes on the fixed networkTelecommunications "Lara, 8 p.m., 031 555 43 43" - at first glance, this might seem like a cinematic revival of "Doktor
Shiwago", turns out on closer inspection to be Wirz's latest advertising prank for its customer Sunrise. With loving doodles, like the ones everyone has made during a phone call, the creative minds want to publicize the landline product Select Plus. The plus for the customer: They can chat for free for one hour per month for one year - although they have to commit to this. The plus for Sunrise: an increase in the current 833,000 fixed-line customers. The latter is not nearly as interesting as mobile telephony due to the monopolized last mile, explains Beat Ruch, Head of Marketing Communications at Sunrise. In addition to new customers, the posters and advertisements have also generated other reactions for the telecommunications company: On the one hand, curious people are dialing the printed Bern number, and on the other, Lara fans (mostly parents) want to reorder the poster. (sk)
Andreas Panzeri
Nothing is more invisible than a network that transports voices, images and letters. How can consumers recognize the benefits if they can't feel them? This presents the advertising agencies for the two mobile phone providers Swisscom and Orange with tricky tasks. But the egg of Columbus has already been found: As with a detergent or small car, positioning can only be achieved through image. Of course, differences can be perceived in the individually experienced service of the two providers. But that is everyday mobile life, Peanuts.tunnel or Alpine pass?
Swisscom was the first provider in Switzerland and remains "unchanged and by far the market leader", Publicis can assume as the basis for its advertising. For the mobile giant's in-house agency, the campaigns for Swisscom Mobile are therefore "primarily about confirmation for customers".
Publicis has developed a campaign that "enables even clearer responses than before" to the various communicative attacks from competitors. One spot, for example, emphasizes the fact that Swisscom Mobile "still offers the best coverage of all mobile network operators". This applies - explicitly in response to last year's Orange campaign - even in remote mountain areas. Swisscom Mobile emphasizes "clear advantages". The commercial shows that indoor mobile communication is also possible in underground car parks. Coverage in railroad tunnels is also visualized in the new campaign's mini film.
This dramatizes the advantages of Swisscom with a "Mobileman" who is on the road in his car every day to test whether and how good reception, sound quality and noise suppression are with Swisscom Mobile, even in the most unusual locations. The commercial is entertaining, quickly edited and smilingly conveys the self-assurance of the class leader.
"We do everything we can to make it work everywhere," summarizes the campaign claim. Which confirms the company slogan "Go far. Come close" is confirmed in the best possible way, according to Publicis. Anyone who sees the commercial should ask themselves the additional question "more than ever": "Am I on the right network?"
The first thing in the morning
In its 2002 Orange Network campaign, the Lowe agency used landscape images to find answers to this question in the most remote mountain landscapes. The quality of "Orange Network" was demonstrated in places in Switzerland where you can only make cell phone calls on the Orange network.
As a continuation of this idea, Lowe has now realized a campaign that shifts the focus to people. In advertisements, TV commercials and in the cinema, Orange shows the unusual everyday working lives of customers who are committed to the Orange network and its quality day after day. Not in the
The campaign portrays the 21-year-old professional fisherman Hansueli Zwimpfer, who has taken over a fishing business from his father and is now the 13th generation to run the company.
For Orange, the fisherman is an "ideal example of the individual needs of customers". According to the commercial, the professional fisherman's life includes 540 kilograms of hardware, seven business trips, four deliveries and - a net.
Lowe's campaign aims to position Orange in Switzerland as a "reliable partner with outstanding network quality". The satisfaction of Orange customers is currently being publicized with advertisements and TV commercials throughout Switzerland.
The protagonists of the TV commercials advertising Swisscom Mobile and Orange mobile customers could not be more different.
Smile free for 60 minutes on the fixed networkTelecommunications "Lara, 8 p.m., 031 555 43 43" - at first glance, this might seem like a cinematic revival of "Doktor
Shiwago", turns out on closer inspection to be Wirz's latest advertising prank for its customer Sunrise. With loving doodles, like the ones everyone has made during a phone call, the creative minds want to publicize the landline product Select Plus. The plus for the customer: They can chat for free for one hour per month for one year - although they have to commit to this. The plus for Sunrise: an increase in the current 833,000 fixed-line customers. The latter is not nearly as interesting as mobile telephony due to the monopolized last mile, explains Beat Ruch, Head of Marketing Communications at Sunrise. In addition to new customers, the posters and advertisements have also generated other reactions for the telecommunications company: On the one hand, curious people are dialing the printed Bern number, and on the other, Lara fans (mostly parents) want to reorder the poster. (sk)
Andreas Panzeri
