Thanks to the customer Gyro Gearloose
Telecom AY&R wants to position Sunrise as an innovative brand that fulfills customer requests subito.
Telecom AY&R wants to position Sunrise as an innovation brand where customer wishes are fulfilled subito.
"By focusing on the needs of our customers, we create trust - trust in the Sunrise brand that pays off in the long term. For us and for you," says Sunrise in its own company portrait. The yardstick for the work is customer satisfaction. The latter also has their say in the product campaigns, which have been bearing the stamp of Advico Young & Rubicam (AY&R) for a few months now. The agency, which was previously responsible for Sunrise's B-to-B marketing communications, wants to give the brand, which aims to set itself apart from the competition as the human telecom provider with its brand claim "Always a smile", an additional strategic direction: Ideas take us further.Bridge to customersAnd in this pay-off, which is intended to position the brand even more clearly both externally and internally, the new campaign builds its bridge to Sunrise customers. They are the ones who come up with all the new services and offers and thus expand the product range. With this statement, Sunrise also proves that customer needs are important to it.
Not only that. As an uncomplicated company, Sunrise not only knows how to listen to customer ideas, but also how to put them into practice quickly. Because, according to the campaign concept, if you want to be close to your customers, you have to listen to them, explain CDs Urs Schrepfer and Daniel Comte.
To emphasize this focus on needs, the creatives at Gockhausen resorted to a trick: the cross-media campaign that cleverly quotes itself. Whether in the fashion boutique, while shopping or at the cinema: spontaneous ideas from customers are immediately captured, implemented and presented as a new Sunrise product on billboards in no time at all. "The cross-media mechanism makes the campaign even more effective," says Comte. The TV commercials also dramatize the creation of the posters, which actually adorn the streets at the same time.
While many thought that fierce price competition was a thing of the past, several providers have recently rekindled it, be it with new mobile networks for large conurbations, free telephony or half-fare subscriptions for the fixed network. The hustle and bustle of telecom service providers such as the TDC subsidiary Sunrise suggests that strategies are needed for the dawning period of stagnating growth momentum. The emphasis on customer optics in the Sunrise campaign must also be seen as a reaction to the fierce cut-throat competition.
Despite an increased profit margin, Sunrise is likely to be particularly hurt by declining customer numbers. According to its own information, these have not only decreased in the fixed network sector, as is the case with almost all providers. Sunrise even had to accept a negative trend in the mobile sector: At the end of last year, the company reported 1190000 active mobile customers, ten percent fewer than in mid-2004. Media spokesman Mathieu Janin puts this change into perspective: "The decline is partly due to the missed registration of prepaid cell phones and partly to the more restrictive definition of the active customer base, which was a technical adjustment for all telecom providers." In fact, however, the number of mobile customers at Sunrise has hardly changed.
According to Urs Schrepfer, the aim is to concentrate on fewer focus topics in future so that the product range can be better anchored in the minds of consumers. This does not mean that the budget will be reduced. After all, the current Sunrise Relax campaign was implemented for TV, print, radio and POS, the Sunrise Pronto campaign with advertisements, posters and POS media and Sunrise Message Xtra for the online and POS presence. AY&R will soon be using the same campaign to advertise Sunrise ADSL, Family and other offers.
Wishfully happy: The new posters signal that Sunrise has open ears for customer concerns.
"By focusing on the needs of our customers, we create trust - trust in the Sunrise brand that pays off in the long term. For us and for you," says Sunrise in its own company portrait. The yardstick for the work is customer satisfaction. The latter also has their say in the product campaigns, which have been bearing the stamp of Advico Young & Rubicam (AY&R) for a few months now. The agency, which was previously responsible for Sunrise's B-to-B marketing communications, wants to give the brand, which aims to set itself apart from the competition as the human telecom provider with its brand claim "Always a smile", an additional strategic direction: Ideas take us further.Bridge to customersAnd in this pay-off, which is intended to position the brand even more clearly both externally and internally, the new campaign builds its bridge to Sunrise customers. They are the ones who come up with all the new services and offers and thus expand the product range. With this statement, Sunrise also proves that customer needs are important to it.
Not only that. As an uncomplicated company, Sunrise not only knows how to listen to customer ideas, but also how to put them into practice quickly. Because, according to the campaign concept, if you want to be close to your customers, you have to listen to them, explain CDs Urs Schrepfer and Daniel Comte.
To emphasize this focus on needs, the creatives at Gockhausen resorted to a trick: the cross-media campaign that cleverly quotes itself. Whether in the fashion boutique, while shopping or at the cinema: spontaneous ideas from customers are immediately captured, implemented and presented as a new Sunrise product on billboards in no time at all. "The cross-media mechanism makes the campaign even more effective," says Comte. The TV commercials also dramatize the creation of the posters, which actually adorn the streets at the same time.
While many thought that fierce price competition was a thing of the past, several providers have recently rekindled it, be it with new mobile networks for large conurbations, free telephony or half-fare subscriptions for the fixed network. The hustle and bustle of telecom service providers such as the TDC subsidiary Sunrise suggests that strategies are needed for the dawning period of stagnating growth momentum. The emphasis on customer optics in the Sunrise campaign must also be seen as a reaction to the fierce cut-throat competition.
Despite an increased profit margin, Sunrise is likely to be particularly hurt by declining customer numbers. According to its own information, these have not only decreased in the fixed network sector, as is the case with almost all providers. Sunrise even had to accept a negative trend in the mobile sector: At the end of last year, the company reported 1190000 active mobile customers, ten percent fewer than in mid-2004. Media spokesman Mathieu Janin puts this change into perspective: "The decline is partly due to the missed registration of prepaid cell phones and partly to the more restrictive definition of the active customer base, which was a technical adjustment for all telecom providers." In fact, however, the number of mobile customers at Sunrise has hardly changed.
According to Urs Schrepfer, the aim is to concentrate on fewer focus topics in future so that the product range can be better anchored in the minds of consumers. This does not mean that the budget will be reduced. After all, the current Sunrise Relax campaign was implemented for TV, print, radio and POS, the Sunrise Pronto campaign with advertisements, posters and POS media and Sunrise Message Xtra for the online and POS presence. AY&R will soon be using the same campaign to advertise Sunrise ADSL, Family and other offers.
Wishfully happy: The new posters signal that Sunrise has open ears for customer concerns.
The reality is faster: ideas that Sunrise customers develop in commercials have already been implemented.
Luca Aloisi
