Only happy without gap

Swisscom Mobile takes aim at the holes in its competitors' networksA communicative counteroffensive conceived for Swisscom Mobile by the Zurich advertising agency Publicis knows exactly what it is aiming at: the last weak point of its competitors, the patchy mobile network coverage of young telecom companies such as Diax and Orange. Swisscom Mobile is shooting at the holes in its competitors' mobile network coverage with witty radio and TV ads. The campaign appeals to the company's own potential subscribers, but most of all to the mobile network subscribers concerned, whose everyday calls are apparently repeatedly interrupted due to gaps in coverage. The appearance is a communicative demonstration of the strength with which the former monopolist muscularly asserts its claim to market leadership in the mobile communications boom business. By pushing its competitors through the gaps and over the edges of its unfinished networks - in keeping with the motto "Schadenfreude ist die schönste Freude" ("Schadenfreude is the best joy"). page 18