Warbling while surfing

 
Surfing Contexta launches a comprehensive broadband campaign for Swisscom to sing along. 
"Swisscom is setting the pace," says the market leader with conviction. As proof of this, Swisscom is launching the ultra-fast Bluewin DSL 20,000 and other offers for mobile surfing via PC and cell phone at the end of the year. This broadband competence and thus the fast networks are demonstrated by Contexta in an integrated campaign. The cross-media campaign is based on the website www.swisscom-karaoke.ch. The slogan there is: "Love is in the air." In a karaoke competition, anyone can sing along to this legendary hit and upload it to the website, for example via a cell phone video. The audience and a celebrity jury including Roman Camenzind, Jubeira Bachmann, Gustave and Bruno "the voice" Bondi will decide the winners of the mobile casting show on January 15. There are prizes worth 50,000 francs up for grabs.
The major challenge in designing the broad-based campaign was to advertise the various broadband products under one roof. "This Swisscom campaign shows what is possible when media networking is taken seriously," say Nadine Borter and Bene Abegglen at Contexta.
The TV commercials, the print campaign and the online presence with website and rich media banners form a unit that benefits from the numerous cross-references. In addition, the campaign is flanked by extensive accompanying measures, from POS appearances to promotions with promotion teams, mailings and ringtones.
The main characters of the campaign are the protagonists from the Swisscom sitcom "Beck & Bondi". The strong characters are able to present the individual products appropriately. Dani Beck sings on the train thanks to Mobile Unlimited, Bruno and Iris Bondi demonstrate their singing skills at home in front of the PC with Bluewin DSL 20,000, while Sara and Denis rehearse the song "Love is in the air" via the Internet on their cell phone.
The campaign reaches its climax at Christmas: over the festive period, Switzerland will be singing "Love is in the air" on television and in the print media.
Andreas Panzeri