The glass network
The association of Swiss cable network companies is ready for the future and is demonstrating this for the first time in an image campaign by Euro RSCG Zurich - with national and local subjects.
You press the button and the picture is there. In almost all households, the Swiss cable network service is a matter of course. As a result, very few people have bothered to find out who actually delivers these high-quality TV pictures to our living rooms. However, the new technical possibilities are bringing some movement to the scene. The battle for market share is intensifying. Swisscom TV, for example, doubled its subscribers last year to 230,000. In addition, various electricity companies are planning to build fiber optic networks. Against this backdrop, the industry association of cable network operators in Switzerland has now launched a broad-based image campaign for the first time in its history.
240 private and municipal cable network operators from Switzerland and Liechtenstein are organized in the industry association Swisscable. They provide the catchment area with TV and radio, telephony and broadband Internet. The cable network of these members is the most efficient network in Switzerland with 85% coverage. The supply guarantees reliable technology and a fair price structure for 2.8 million households. Last year, the number of digital TV connections was increased from 510,000 to 600,000. As the majority of cable networks already consist of fiber optics, the association sees itself in pole position for the race into the future. The providers can gain the most in the eyes of customers if they act in unison. "The 240 cable network companies should be perceived as a strong unit. The concept is therefore brand building instead of association advertising," explains Roman Emunds, the responsible planner at Euro RSCG.
In August 2009, the agency won the pitch for this budget. The first priority of the campaign is to confirm the public's trust in Swiss cable network companies and demonstrate the technical possibilities. The second priority is to support local networks in acquiring corporate customers and to address private homeowners as decision-makers. The third focus is "solidarizing" the various stakeholders, from political authorities to content providers, as Group Account Director Niklaus Huwyler points out.
For the creation, the team around CD Axel Eckstein deliberately focuses on the technology and not on possible content that can be conveyed via this infrastructure. "The Swiss cable network is as fascinating as the human nervous system," is the basic idea. The network not only has a structural and functional similarity, it also impresses with its incredible performance. This is impressively visualized with a futuristically designed TV commercial. The campaign is complemented by print and online subjects. The advertising material is also available to the cable network companies for local applications.
Andreas Panzeri
240 private and municipal cable network operators from Switzerland and Liechtenstein are organized in the industry association Swisscable. They provide the catchment area with TV and radio, telephony and broadband Internet. The cable network of these members is the most efficient network in Switzerland with 85% coverage. The supply guarantees reliable technology and a fair price structure for 2.8 million households. Last year, the number of digital TV connections was increased from 510,000 to 600,000. As the majority of cable networks already consist of fiber optics, the association sees itself in pole position for the race into the future. The providers can gain the most in the eyes of customers if they act in unison. "The 240 cable network companies should be perceived as a strong unit. The concept is therefore brand building instead of association advertising," explains Roman Emunds, the responsible planner at Euro RSCG.
In August 2009, the agency won the pitch for this budget. The first priority of the campaign is to confirm the public's trust in Swiss cable network companies and demonstrate the technical possibilities. The second priority is to support local networks in acquiring corporate customers and to address private homeowners as decision-makers. The third focus is "solidarizing" the various stakeholders, from political authorities to content providers, as Group Account Director Niklaus Huwyler points out.
For the creation, the team around CD Axel Eckstein deliberately focuses on the technology and not on possible content that can be conveyed via this infrastructure. "The Swiss cable network is as fascinating as the human nervous system," is the basic idea. The network not only has a structural and functional similarity, it also impresses with its incredible performance. This is impressively visualized with a futuristically designed TV commercial. The campaign is complemented by print and online subjects. The advertising material is also available to the cable network companies for local applications.
Andreas Panzeri
The main subject of the national campaign can be adapted individually for each region with the respective logo of the network provider.
All further information can be found on a newly launched website (www.ihr-kabelnetz.ch).
