Control is better
Provider marketing Jung von Matt advertised the speed of Bluewin ADSL for two years. Now it's time for a new message: the fixed price.
Provider marketing Jung von Matt advertised the speed of Bluewin ADSL for two years. Now it's time for a new message: the fixed price.Bluewin's broadband access to the Internet was previously communicated by the nationwide Jung von Matt (JvM) campaign, which relied on the speed argument. With the headline "If you like it faster, you like ADSL", the Swisscom subsidiary had the theme to itself, but also had to put up with parodies from some of its competitors. According to market research tests, the speed message is now firmly established and is spontaneously equated with Bluewin in particular, explains JvM Client Service Director Christoph Bürge. As Bluewin wants to remain the leader in the rapidly growing residential market, the creative team is now focusing on families after the early adopters.
Because this target group perceives ADSL as an expensive technology with confusing price structures, the new campaign focuses on the fixed price. In this way, several consumer fears are allayed: Expenses remain under control and people surf the Internet in a more relaxed manner. The other providers also offer this, Bürge admits. But just as Bluewin has managed to position itself as a top-of-mind fast ADSL provider with differentiating brand management, he is convinced that the new campaign will also succeed in making the topic its own. "In addition, a new message keeps the market leader vital," he continues, explaining the pace-setter strategy. The criteria that should prevent potential customers from seeking out the competition are quickly listed: Independence, recognizable tonality and a high level of identification should characterize the campaign, according to Bürge.
Caution is good, but...
"With three commercials and two ads, we dramatize parents' precautionary control over kids downloading, surfing and chatting for hours on end," says copywriter Tom Seinige, summarizing the idea. The security gene that we Swiss in particular carry within us distorts the image of a completely normal family in this campaign into the grotesque. The control mania goes so far that the father picks his son up from school every day, trims the lawn to the millimeter every day and the mother checks the stove twice and double locks the front door before leaving the elegant house, just to get the mail out of the letterbox.
Everything under control, including the ADSL costs for Bluewin.
Luca Aloisi
Because this target group perceives ADSL as an expensive technology with confusing price structures, the new campaign focuses on the fixed price. In this way, several consumer fears are allayed: Expenses remain under control and people surf the Internet in a more relaxed manner. The other providers also offer this, Bürge admits. But just as Bluewin has managed to position itself as a top-of-mind fast ADSL provider with differentiating brand management, he is convinced that the new campaign will also succeed in making the topic its own. "In addition, a new message keeps the market leader vital," he continues, explaining the pace-setter strategy. The criteria that should prevent potential customers from seeking out the competition are quickly listed: Independence, recognizable tonality and a high level of identification should characterize the campaign, according to Bürge.
Caution is good, but...
"With three commercials and two ads, we dramatize parents' precautionary control over kids downloading, surfing and chatting for hours on end," says copywriter Tom Seinige, summarizing the idea. The security gene that we Swiss in particular carry within us distorts the image of a completely normal family in this campaign into the grotesque. The control mania goes so far that the father picks his son up from school every day, trims the lawn to the millimeter every day and the mother checks the stove twice and double locks the front door before leaving the elegant house, just to get the mail out of the letterbox.
Everything under control, including the ADSL costs for Bluewin.
Luca Aloisi
