Mr. Steiner, it's time!

Cable TV Cablecom is letting in the new
McCann-Erickson campaign highlights the benefits of its digital television offering
by Mr. Steiner. The Swiss cable network operator
With its partner networks, Cablecom supplies around two million or a good
two thirds of all households with a connection. In contrast to the
In addition to higher image and video quality, the digital offering
sound quality and a greater variety of programs - over 130 TV channels.
and radio stations. The only question is who can keep track of it all?
and want to pay even more for it. Relatively few, like the
Customer development shows. At the end of March 2005, around 114,000
households have a set-top box for the reception of digital television.
TV programs, ten months later there are around 6000 more. After all
an increase of around 5.3 percent. Not an unusual development in
this market, believes Eric G. Forsthoefel, Head of Brand Communications
at Cablecom. He speaks from experience, having overseen the development of
TiVo in the USA.

Nevertheless, Forsthoefel is convinced that the potential is far from being realized.
is exhausted. For this reason, the program launched in 1999 and expanded in 2004
and discounted product to the media audience with a new campaign.
made palatable. To this end, the focus in the advertising realizations was
determined: less feature and technology-heavy than the competition,
instead emphasizing the benefits. And they are not only so clearly
in your hand like a remote control. They are, according to McCann-CD Peter
Rettinghausen, also more comprehensible and emotional. The
The message is: "Just decide for yourself when you want to have a
want to watch the program. On over 130 channels." This intelligent
Television represents a new freedom. In the advertisement realization
the creative team is inspired by the heroic image of the founders of the
Confederation and satirized it conspicuously.

Beyond the early adopters
In the TV commercial, the freedom hero has a name and a problem. Mr.
Steiner's preferred TV programs are not based on his
daily routine, but constantly remind him that they will soon be
start: when he is in a session, when fitting or with his
girlfriend is busy on the sofa. Whether actor, referee or anchor woman, everyone calls him out
the box. Steiner, like everyone else, does not tolerate such paternalism.
Eidgenosse understands well, no longer like it. At the end of the commercial
the new digital TV, which allows him to decide for himself when he wants to watch a
program. The film is followed by a reminder that
additional advantages of the Cablecom product: electronic
program guide, recording function and the option of recording TV programmes.
at any time and continue watching later. With the high
advertising pressure, the campaign is intended to reach far broader segments than just the early
adopters, Rettinghausen hopes. The specifications had his
05 campaign - for the cablecom product without recorder function - for more
exceeded by more than 50 percent. To be continued.

Luca Aloisi