In addition to the products, the new motifs place the uncomplicated, friendly nature of the health insurance company KPT at the center of the communication. Family has been designing and implementing the cross-media campaign for four years. As of this year, media planning and booking has also been added.
"We are breaking old boundaries with the KPT spring campaign: A 360-degree strategy that seamlessly combines TV, OOH, DOOH and digital channels," explains Mareike Hofer, Head of Media at Family. "Thanks to data-driven targeting and real-time optimization, we deliver our messages exactly where they are needed - and at the right moment. Innovation, precision and maximum reach - this is how we are shaping the future of media."
The digital assets, such as various banners and landing pages, were created by Emoticom. The 360-degree campaign was launched last week and can be experienced on various channels throughout Switzerland.
Responsible at KPT: Marc Bissig (overall responsibility), Stefanie Gehrig (campaign management), Shadya Rohner (digital sub-project management), Marco Garbely (text). Responsible at Family: Claudio Catrambone, Svenja Hässig, Jan Walser, Alexandra Niggeler, Linus Konetschnig, Severin Binkert, Marc Ambühl; Media: Mareike Hofer. Production: Stories, Claas Ortmann (director), Jan Mettler (DoP), Arthur Mebius (photography). Responsible at Emoticom: Yves Ackermann, Ellen Burri, Mathias Habich, Patrick Hüttenmoser, Jaana Kaufmann-Bienz, Marijan von Allmen, Léonie Stalder, Marc Wyss.
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For the first time, "inOne" bundles Swisscom's offers for at home and on the move in one package for the entire household, flexibly and tailored to the customer's needs.
The current Swisscom campaign therefore draws attention to the new offer with the slogan: "The best way to bring everything together in a flexible package". "We want to show our customers their options for being connected," says Tim Alexander, Head of Marketing and Brand Communications at Swisscom, explaining the approach. "Our offer can be put together flexibly as desired, because we combine the best TV offer with the best Internet, landline and mobile network in Switzerland in one offer."
As part of the launch campaign, the product benefits are explained in a playful and humorous way using a "Good, better, best - inOne" incremental mechanic. The idea behind it: Each Swisscom product is good on its own, but they are all best when taken together.
The integrated 360-degree campaign has been visible nationally on all high-reach channels such as TV, print, OOH, cinema, radio and online since 22.04.2017 and can also be experienced on social media, in the store and on the website. The analogies used in the TV commercials illustrate the benefits for customers on the one hand and the uniqueness of the new subscription on the other.
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The campaign was developed across agencies under the lead of Heimat Berlin and Heimat Zürich and was switched on by Mediaschneider. Chocolate Films was responsible for the film production, Emoticom from Bern was the web agency and Servicepaln Suisse acted as the B2B agency.