Let's sow second wheat

 
Cable networks For Cablecom's half-price campaign, Werbeanstalt Schweiz AG is betting on half measures. 
Half-given is half-done. Werbeanstalt Schweiz AG made this fact a cross-media topic for Cablecom. As one of the leading providers of Internet, digital telephony and digital television, Cablecom once again wanted to rely on the work of Werbeanstalt.
It has now launched its first campaign - and not half-heartedly, but with a lot of media power and a consistently clear message using a variety of advertising media. The idea: everything is halved - just like Cablecom's prices. On advertisements and posters, the PC mouse is cut in half with wrapping paper. A mailing was unceremoniously torn in half and only one half was sent out. Radio commercials are halved by only half being understood. In a clever twist, bus doors on public transport also halve the key visual of this campaign for Cablecom when they are opened. So what is being communicated so obviously?
The telecommunications market is highly competitive and differentiation is usually only possible through price. "Or through communication," says Reto Dürrenberger from the advertising agency. His strategy for this campaign: everyone should immediately understand that Cablecom is now offering an unbeatable half-price promotion on all products. One focus of the promotions is, for example: Anyone who orders Hispeed Internet together with Digital Phone can surf at half price for 1 year.
In the tense market situation, Cablecom has decided to communicate without half-hearted statements. To this end, the advertising company's ideas are actually doubly striking - with "half measures" in a wide variety of situations. At the last Freestyle.ch scene event, Cablecom sponsored the halfpipe with the slogan "half pipe - half price". At this event, Cablecom was doubly popular because the soft drinks could be sold at half price thanks to the sponsorship - a sensible campaign also in the service of alcohol prevention. Similarly appreciated by the public is a campaign where half sausages are handed out at half-time at selected Axpo Super League football matches. For example, 4000 half sausages were distributed free of charge to the fans at the match between FC St. Gallen and FC Zurich. "Here we wanted to give away half a sausage and not give away a whole one at half price," says CD Sarah Hiltebrand, explaining how the concept can also be varied depending on the gadget - so that the sympathy bonus doesn't degenerate into half a thing.
This was almost the case at the post office. The mailing, which was torn in half by hand, actually seemed so genuine to the recipient that the post office received a number of complaints. On the other hand, the half pizzas, which are distributed throughout Switzerland in specially packaged half boxes in cooperation with Pizza-Blitz, continue to be extremely popular.
"With all these campaigns, Cablecom wants to be remembered with a little something nice and show goodwill," says Oli Bergmann, Head of Marcom & Brand at Cablecom.
All of these individual campaigns are publicized by the advertising agency across all media, just as the entire campaign is publicized across all media. The radio spots play an important role here. Those for the sausages are not only spoken by professional voices, but also by the real grillers at the "Vorderer Sternen" in Zurich.
The campaign and the promotional offer will run until the end of the year.
Andreas Panzeri