Testimonials "for a tüüfi, langi Chundebeziehig" (for a tüüfi, langi Chundebeziehig)

Great companies include brands with a great recognition effect, because brands increase value. By making it easier for customers to make a purchase decision and informing them about the product or service, they become a distinctive feature of the company. The better consumers can distinguish a brand from a competitor's product, the more likely they are to choose it and the longer they will remain loyal to it. This can currently be seen with the 1818 twins of the Swiss directory assistance. Their recognition value is so high that the first thing people think of when they think of directory assistance is 1818, so that they have positioned themselves "Top of Mind" within two years. The success story of the two advertising mascots began with the liberalization of January 1, 2007, when Swisscom's monopoly with its directory assistance number 111 was lifted. Since then, other companies have also been allowed to offer the service. But only very few attempts have been successful. The breakthrough has so far only been achieved with the personalized dual number. The directory assistance provider has thus succeeded in positioning 1818 as a brand that clearly identifies the services it offers and stands out from other competitors. Since almost every good and service can be easily replaced this year, the marking process is more important than ever.
Brands must unite emotions
But it is not just the brand's appearance alone that makes it popular with customers; recognition, consistent quality and name recognition are also important factors. Without the customer being aware of this, he forms his own idea of the product in his head. It allows him to deal with the offer. A high degree of congruence between the fictitious image and the actual brand image leads to the purchase of the product. The brand identity is formed from decisive emotions such as passion, protection and trust. It gives the brand both purpose and meaning.
The European detergent giant Procter & Gamble and the Swiss bedding manufacturer Bico have recognized this strategy correctly. For years, the former advertised its Ariel detergent with the actress and advertising icon Johanna König, alias Klementine, who died at the beginning of March. For 14 years, the lovable cleaning devil in a red-and-white-checked shirt assured the public "not only clean, but pure" and generated trust among customers with her motherly manner. In the 1980s, Bico sent the two legendary Bico twins from Schänis in front of the camera and, with them, selected testimonials that embodied their brand like no others. In blue work clothes, Josef (Sepp) and Martin Müller smiled at viewers from TV screens for decades. The slogan "Für ä tüüfä gsundä Schlaaf" was believed by numerous consumers then as now, making Bico one of the best-known bedding brands in Switzerland. P&G and Bico set in
their commercials always targeted the good nature of their testimonials, which enabled them to successfully build the relationship between their brands and the consumer. After all, identification with the brand is of great importance to the consumer. If a brand's identity succeeds in uniting passion, protection and trust, feelings and thus also a person's values, it influences buying behavior.
P&G took advantage of this then, as it does now, and is also going down the trust route in the current Ariel campaign. For the black-and-white spot, it hired ex-Miss Switzerland Anita Buri, who dresses in a typically dotted apron as the "good housewife of yesteryear" and promotes the classic detergent.
Bico has remained true to its slogan, which assures customers of a deep, healthy sleep. In the commercials advertising various types of mattresses, the Eden trio now fights giant mites in risky adventures, sometimes getting their butts burned in the process.
The recognition value is decisive
To a certain extent, brands represented by testimonials automatically possess a personality and are thus able to establish a relationship between the buyer and the brand. The characteristic of the brand is based primarily on the personality traits that the consumer associates with the testimonial. This means nothing else than that for the characteristic of the mark the picture, which makes itself the customer of the mark, is crucial. Through which brand and person can exchange and he perceives it as an independent personality. Because at the end of the day, the brand personality sees itself first and foremost as a reflection of the person.
Swiss directory assistance has succeeded admirably. Because with the look they gave the 1818 testimonials, they hit the bull's eye of the customer fantasy. Apparently, the very fact that they neither have a look to fall in love with nor ride the ultimate fashion wave ensures a high recognition effect. Even the moustaches and the tight 70s ski suits in which they make alpine regions unsafe to "Daddy Cool" underline the uniqueness of the twins and thus of the brand.
The brand - that's me
By consciously choosing a brand, consumers want to express themselves. The reason for this lies in the need for a positive self-esteem. By buying a brand product, the customer wants to enhance his self-esteem. He specifically chooses those brands whose meaning coincides with his own person or ideal image. By belonging to a particular brand, he enjoys recognition in his environment and at the same time demonstrates which scene he belongs to.
Convinced customers are loyal customers
A convinced customer is more likely to recommend a brand to others than one who is not. This willingness is also strongly linked to loyalty to the brand. If a brand is convincing, the provider is sure to gain new customers. The recommendation that has taken place in advance ultimately leads to filled coffers for the provider.
Adriana Zilic

The attempt to look behind the facades
Werbewoche wanted to know who is really behind the two twins from 1818 and put together some questions. The main cooperation was with their advertising agency, Draftfcb/Lowe Group. The questions came back answered, but their mostly humorous statements could only be relied on to a limited extent. One simply does not want to let oneself look behind the facade respectively behind the ski suits and snouts. On the other hand, the agency willingly provided information about the current commercials. For the current advertising trailer, for example, Interlaken was chosen as the filming location, where they worked late into the night. But when the question about the true identity of the testimonials came up again, they waved it off on the grounds that it should remain hidden. This was the wish of the two actors.

WW: According to your agency, you don't want to reveal your true identity. Why?
18: Almost everyone knows us. And our names are on our clothes.
18: We are, after all, the best-known directory assistance number in Switzerland.
Are you afraid that the interest in you would decrease?
18: Not at all. We are the most popular directory assistance service. Fast and helpful. And shampoo friendly.
18: That's right, Achzäh.
What do you do when you're not filming for an 1818 commercial? Do mascots like you also have hobbies?
18: Our favorite thing to do is sports. Gäll, Achzäh.
18: Yes, toughness. My favorite thing is skiing. And we have started with Thai Chi. But we still have to practice a bit.
What is your private life like - do you have a wife and children?
18: We don't have much time for a private life. We are almost always working.
18: Sure, Achzäh. After all, we want to offer the Swiss the best information.
In the commercials, you're always seen as a couple. Are you as inseparable in real life as you are in the movies?
18: We are always and everywhere in pairs. When dancing. Or skiing.
18: You took me on your shoulders. That was great, Achzäh.
If you take a closer look at the photos of you, you can see that you are not 100 percent alike. Are you really twins?
18: We are Achzäh and Achzäh. Two times Achzäh.
18: Or even double-echelon.
Have you ever been approached by passers-by on the street?
18: We can be recognized almost everywhere.
18Sure, Achzäh. That makes us mega happy. Sometimes there is also a little hype.
In the movies, you're not exactly riding the ultimate fashion wave. You wear funny suits and nasty moustaches. Still, viewers can't get enough of you. You must get love letters and other fan mail every day, right?
18: Fan mail. And many want the same ski suits as we do.
18: Yes, Achzäh. You can also order them. Or rent.
As the 1818 twins, you are quite popular with customers. At carnival parties, imitators wear costumes of you and on the 1818 homepage you can even join a fan club or download free mobile games. How do you explain this success?
18: We just keep at it. And always give Guzi. Right, Achzäh?
18: Exactly. Always ready. Always ready to help. That counts.
Can you live on the fees you receive?
18: Yes. I work all day to provide the best information to the Swiss.
18: Me too. You don't need much else to live on.
What comes after 1818? Do you have any further plans?
18: I hope we can make this at least as long as our predecessor.
18: That's right, Achzäh. Just like the nice old man with the 111 on his back.
Who discovered you? Did something similar to a casting take place?
18: Yes. A casting. We played our song. And danced to it. You know, Achzäh?
18: Yes, Achzäh. And then the choice was clear.