In an industry that likes to work with bait-and-switch offers, Stuiq wants to show in the B2C campaign that iWay takes a different approach and that bait-and-switches don't stand a chance with them. The aim is to strengthen iWay's image and increase awareness. In humorous yet melancholy commercials, a personified decoy is shown who is bored and disillusioned in a world without a job at iWay. After all, he has become unemployed and completely useless.
"The telecommunications market is often somewhat homogeneous in terms of communication. We were looking for the characteristic iWay way and wanted to show that iWay is different," says Anna Kindlimann, partner and CD of Stuiq. "It was important to us to emphasize iWay's honesty in a humorous and likeable way. That's how we came up with the decoy, who we all love as a tragic anti-hero."
Campaigning and film production were carried out in-house at Stuiq - including the character design of the protagonist. For the personified decoy bird, a lot of drawing was initially done to create a sympathetic and somewhat pitiable character. The result was a bird with a funny and heartfelt expression, an insecure stature and a pinch of silliness. But functionality and variability were also important requirements for the shoot. Several versions of eyes, movable mouth and removable eyebrows were used to achieve a surprisingly wide range of facial expressions.
Cool pastel tones and high-contrast images emphasize the tragic-comic situations from the decoy's super boring everyday life. The multimedia campaign will be played out on various channels - including TV, out-of-home, cinema, radio, social media and other digital channels.
Responsible at iWay: Francesco Caiafa (Head of Marketing and Product Management), Fabienne Ita (Deputy Head of Marketing, Marketing Coordinator), Amanda Fuchs (Senior Designer), Jessica Lucio (Content Marketing Manager). Responsible at Stuiq (Campaigning/Film): Hannah Dobbertin (director), Kevin Mike Minder (actor), Anna Barbara Friedli (costume designer), Gian-Paul Lozza (photographer), DubDub Studios (sound design), Davide Greco (grading).
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At Ewz Telecom, Caiafa was able to continuously expand his knowledge and network of contacts in the field of FTTH. In his new role at iWay, he will also join the management team. With Caiafa's appointment, the provider is further expanding its marketing team. Caiafa takes over the marketing area from Henry Salzmann, who was previously responsible for both product management and marketing. As Head of Product Management, Salzmann will now concentrate fully on the further expansion of products and services. The current team of three around Caiafa is to be further expanded by the end of the year. The focus is on strengthening the iWay brand and digitalization and its opportunities in marketing.
Caiafa holds degrees as a federally certified sales manager and federally certified marketing manager.