Maxomedia: Campaign for EWB Internet
Now, Energie Wasser Bern not only supplies households with water, electricity, and natural gas, but also provides the energy to surf the web. Maxomedia’s campaign highlights the connection to the World Wide Web with a strong local focus and shows where EWB is at home on the Internet.
To launch its own Internet offering in the city of Bern, Energie Wasser Bern invited tenders for an agency pitch last November, which Maxomedia won. The agency was given the task of implementing both the advertising and the communication concept, which also included a new product naming as well as the realization of an offer website. The challenge was great: How to position a new competitor in the saturated, highly competitive market of Internet providers and differentiate it from the competition with a commodity product? Since Energie Wasser Bern's Internet product is in competition with large, already established providers, the tone has to be very direct, modern and bold. The competition occupies very rational topics, such as speed or customization. However, a customer survey conducted by Energie Wasser Bern in 2014 shows that customers have no idea what Internet speed is. It is pointless to fight David against Goliath with an argument that customers cannot understand. That's why Maxomedia relied on emotional arguments to underline the image of the regional and trustworthy partner: The Internet from Bern for Bern.
Local, individual and simple is the heart of the campaign and also describes the core values of the product. On the campaign visuals, the hidden fiber optic network of Bern's city center, which is constantly being expanded, is made visible. The visuals show: EWB Internet is ready. For the visuals, well-known corners in different Bernese quarters were photographed in the cool morning light. A specially developed luminous, almost flowing lettering visualizes the fiber optic cables. It runs through the streets in the form of the neighborhood names. Many Bernese identify with their neighborhood and will perceive the subjects as part of their familiar surroundings. The product naming was also based on a strong local reference and dialect expressions such as "Gschwing," "Hurti," "Tifig," "Bouzgredi," and "Vougas" were chosen for the various Internet offerings.
The campaign includes posters, initial and re-targeting banners. In the case of certain initial banners, users can check directly in the banner whether their home address is already connected to the fiber optic network. The measures all lead to the newly designed Websitewhere Bernese people can get information about the domestic Internet and order it directly to their homes.
Responsible at Energie Wasser Bern: Florian Knapp (Head of Markom, Sponsoring & Events), Bruno Spring (Project Manager Online and Marketing Communication), Markus Mosimann (Product Manager). Responsible at Maxomedia: Simon Muster (Consulting, Strategy), Livia Schaller (Consulting), Reto Schild (CD), Daniel Rödel (AD), Michael Moser (Text), Lukas Binggeli (Graphics), Nihad Nasupovic (Illustration, Post-Production), Noah Moor (Illustration, Post-Production), Pascale Amez (Photography), Frank Salathé (Strategy Web Portal), Mike Fischer (Frontend), Stefan Schärmeli (Development), Roman Stocker (Development).
