TBWA: New Sunrise positioning makes sense

Sunrise has set itself the goal of offering customers the most flexible, fair and transparent offer in Switzerland, according to the press release issued on Monday. To fulfill this promise, Sunrise is launching the new Sunrise Freedom mobile offer. The major innovation is the abolition of minimum contract terms. But the telecommunications provider is going one step further: in future, Sunrise will consistently separate the costs for the subscription and the device costs. This means that customers will always know exactly how much they are paying for what. Once the device is paid off, customers will benefit from lower overall costs.

TBWA\Zurich is clearly highlighting this uniqueness in the Swiss telecommunications market with a comprehensive campaign and accompanying measures. The strategy behind the communication clearly results in the claim: That makes sense. It expresses the fact that Sunrise focuses on the individual needs of its customers. That's why you can always be sure that Sunrise's offers and services pursue a simple goal: To offer the benefits and advantages that really bring about what customers want and need in their lives. For the launch of the new positioning, a TV commercial was created together with director Tobias Fueter, which focuses on the life story of a man for whom, even as a child, it is the highest thing if his actions also make sense. So it's no wonder that he ends up working for Sunrise.

The other implementations by TBWA\Zürich emotionally charge the USP of the Sunrise offers in ATL and BTL advertising materials and show people for whom the most flexible price plan in Switzerland makes perfect sense. The agency is also conveying the brand's new attitude in numerous internal measures that can be seen at Sunrise headquarters, call centers, stores and at the Sunrise Scene, the brand's largest employee event. The campaign is now on air throughout Switzerland and further measures will follow soon.

Responsible at Sunrise: Timm Degenhardt (Chief Marketing Officer), Fabrice Allegro (Executive Director Mainstream), Tobias Händler (Head of Brand Strategy and Marketing Communications), Minh Dang Nguyen (Senior Brand Manager), Julia Kähler, Anna Leutar, Sandra Seydel (Senior Marcom Manager), Nora Angstmann, Andreas Jaeggi, Dominik Krattiger (Creative Manager). Responsible at TBWA\Zurich: Frederick Rossmann (Creative Director), Simon Rehsche (Strategy Director), Bettina Klossner (Art Direction), Tom Zürcher (Concept), Tizian Walti, Martin Schmidlin (Text), Danielle Bürli, Sabina Bösch (Graphic Design), Matthias Kiess, Petra Zehnder, Sharon Nehrenheim, Stefanie Rübenacker (Consulting). Film production, Stories AG: Tobias Fueter (director), Yves Bollag (producer), Lukas Strebel (DOP), Beat Jegen (music). Photography: Tim Müller.