Young agency shapes Migros Mobile: ESE Agency focuses on dialects
The Zurich-based ESE Agency is at the heart of the new Migros Mobile campaign. With a great deal of creativity and an understanding of the Swiss public, the young agency is completely redesigning the advertising campaign for Migros’ new mobile phone service.
The campaign focuses on Swiss dialects and modern visuals that add an emotional touch to the Migros Mobile offering and give the brand a friendly image.
ESE Agency developed the creative direction for the launch as well as the concept behind the nationwide greetings such as «Salettiiiiiii,» «Grüessech,» and «Alleeegra.» In doing so, the agency positions itself as a conduit for warmth and approachability. The fact that Migros Mobile is entering the market with transparent plans on the Swisscom network is reinforced by its modern, regionally rooted brand identity.
Creative Director Elia Binelli emphasizes: «Migros does more for Switzerland. Now, even more than before. With this campaign, we want to celebrate what brings us together: communication—and, by extension, language.» The campaign spans a range of formats, from out-of-home advertising and social media to digital formats and Migros’s own channels.
The ESE Agency’s signature style is also evident visually: a vintage look, memorable color accents, and eye-catching orange «M-Devices» ensure brand recognition. The agency collaborated with specialized partners on photo production, retouching, and sound, thereby producing a cross-media brand launch. Behind the successful campaign is a young team that now numbers over 25 members. In just seven years, it has evolved from a high school senior project into a key player in the Swiss advertising scene. ESE Agency remains independent and prioritizes partnership and sustainable collaboration—not only with Migros Mobile but with all of its clients.
Responsible at Migros: Rémy Müller, Frédéric Zürcher, Désirée Strassmann, Erasmo Palomba, Simone Blaser, Stefanie Meili, Malgorzata Pahud, Vera Havrda, Dominik von Büren, Michèle Leibacher (Campaigning and Media). Responsible at Swisscom: Sabrina Stalder, Leandro Zumstein (Brand Management). Contact person at ESE Agency: Elia Binelli, Severin Gamper, Emanuel Ernst, Damian Steffen, Tamila Ineichen, Mirco Hunziker, Adrian Rupp, Eleonora Trifunović, Florin Grunder, Rozalia Budimir, Ian Weber, Yannick Studer, Geena Gugolz, Ifeyinwa Schmid, Natnael Negash (conception and production). Other parties involved: Lennart Ritscher (photography, VisualEyes), Lorenz Wahl (post-production), Detail AG (print artwork), The Factory (display programming), Jingle Jungle (recording studio).
