STUIQ's iWay campaign says what many are thinking

No. No. Not again … «Damn Internet!»—Who hasn’t been there? The Zurich-based creative agency STUIQ uses this very frustration as the starting point for the new iWay campaign. With a striking TV commercial, digitally enhanced visuals, and out-of-home (OOH) advertising, STUIQ’s iWay campaign positions the telecommunications provider as an honest alternative in a market environment marked by frustration.

It’s a familiar scenario: You’re sitting at home, ready to watch your favorite show on Netflix—but just then, the internet goes down or the router crashes. That would be bad enough, if it weren’t for the annoying budgie. STUIQ has turned this everyday disconnect between expectations and reality into the core of a short, humorous TV commercial. The commercial exemplifies a campaign that deliberately doesn’t mince words.

Humor Meets Authenticity: The STUIQ Strategy for iWay

According to the company, IWay has always stood for fair Internet, TV, and mobile services. Authenticity, humanity, and transparency are intended to shape not only the company’s product offerings but also its personalized customer service. It is precisely this approach that is reflected in the company’s communication strategy: direct, honest, and closely aligned with the customer experience.

STUIQ handled the entire campaign and film production in-house. The agency also leveraged its AI expertise to portray the budgie and its movements in a lifelike yet slightly «cartoonish» way. The goal is to generate brand recognition, a smile, and goodwill—and to strengthen iWay’s image as a likable and honest telecommunications specialist.

In addition to the TV commercial, other assets were produced for digital channels, DOOH, and an NZZ branding page. According to the press release, the multimedia campaign is entirely focused on raising awareness.

Fabienne Ita, Deputy Head of Marketing at iWay, comments on the collaboration: «I think it’s great when you can find simple messages that you can package just as simply, but with a lot of entertainment. STUIQ never ceases to surprise us in this regard.»

Responsible at iWay: Francesco Caiafa (Head of Marketing and Product Management), Fabienne Ita (Deputy Head of Marketing, Marketing Coordinator), Amanda Fuchs (Senior Designer). Campaigning/Film: STUIQ. Cast: Fisar Sefa. Sound Design: DubDub Studios. Grading: Davide Greco.

After winning the pitch last fall, Stuiq is now launching its first campaign, which also sets the new communicative path for Conforama Switzerland and further sales communication.

The full-service provider for furnishings and market leader in the TV sector with 20 stores throughout Switzerland is celebrating its 50th anniversary this year. The campaign encourages customers to be part of this event at numerous touchpoints. In addition to attractive offers and anniversary promotions, the focus is on the "Selection50" anniversary collection throughout the year. What makes it special: Never before have these curated products been available in Switzerland at such rock-bottom prices. A truly unique offer that changes once or several times a month.

Emotional appearance with discount DNA

Visually, the furniture discounter has a more emotional and inspiring appearance - with a new look and tonality. The challenge was to add emotion without losing the clear discount character with a focus on products, prices and promotions. "It was important to us to give the communication and the brand an emotional face. We want to be where Conforama can be experienced, where everything happens. That's why we deliberately filmed in the stores - with a real touch - and opted for a testimonial that is not only likeable, but also gives the brand even more character," says Stefan Moeschlin, Partner and CD of Stuiq.

With its own film production, the agency is also consciously focusing on merging with AI in order to further optimize the scalability of the measures.

Party atmosphere on all channels

The result is a multifaceted campaign that uses various assets and commercials on all channels to spread a party atmosphere and use humor to put people in a good mood and make them want to shop at Conforama. And in the area of employer branding, it also brings all employees into this anniversary year. "It was a great, intensive process that we went through together with Stuiq. Lots of new things, but still with the clear Conforama DNA. Now we are really excited to see how our customers will react to it. In any case, it gives us great pleasure to continue working together on the brand and image," explains Jérôme Gilg, CEO Conforama Suisse.

Responsible at Conforama: Jérôme Gilg (CEO), Maxime Taieb (CCO), Eva Matoua (Chief Marketing Officer), Anaïs Sautreuil (External Communication & Budget Manager), Alina Poisson (Marketing Project Manager), Laure Calzetta (Web Designer), Cynthia Grossenbacher (Directrice E-Commerce & CRM), Fabrice De L'Epine (Digital Marketing Manager). Agency & film production: Stuiq. Photography: Noëmi Bräm. Recording studio: Hastings Zurich.

www.stuiq.ch

With 128 studios throughout Switzerland, Activ Fitness is the industry leader in the fitness market. The company wants to make a statement with its new campaign. Instead of relying on classic fitness images with well-toned bodies and six-packs, perfect poses and flawless faces, Stuiq is working with Activ Fitness to develop an honest, approachable and self-deprecating approach. A strategy that focuses primarily on humor.

Be fit because exercise is good for you

At the heart of the campaign is a simple but often suppressed insight: looking good is beautiful. But it is more important to feel good. Being fit because exercise is good for you. Because it's fun. And because it makes everyday life a little easier. The campaign is aimed at everyone - regardless of age, fitness level or sporting ambition. It takes the pressure off, breaks down barriers and focuses on motivation instead.

The subjects show everyday situations that many people know only too well: Stairs that suddenly get longer. Pickle jars that are not so easy to open. Moments when you smile and realize that a little more power would do you good. This is exactly where the campaign comes in. Without pointing fingers, without lecturing. It is much more important to simply start exercising. And to be proud of what you achieve. Step by step.

A brand that understands what makes people tick

Activ Fitness is thus positioning itself as a brand that understands what really makes people tick. And underlines its claim to rethink fitness. Silvia Talabér, Head of Marketing & Communications at Activ Fitness, is correspondingly enthusiastic about the result: "This campaign hits the nerve of our brand. It picks people up where they really are - in the middle of life. Fitness training should help people to cope better with the challenges of everyday life. Exercise should be fun and feel good. That is Activ Fitness."

The campaign has been running throughout Switzerland since the beginning of January and will be successively expanded this year so that the fundamental attitude can be felt at all touchpoints. Especially in direct contact with all customers and with selected activation ideas to offer them exceptional experiences time and time again. Stuiq won the pitch last summer and started implementation immediately.

Responsible at Activ Fitness: Deniz Yurtdas (CCO), Silvia Talabér (Head of Marketing & Communications), Anaïs Frisano (Marketing & Communication Manager). Agency & film production: Stuiq. Photography: Simon Opladen.

After 30 years, industry leader Activ Fitness is venturing a creative and communicative new beginning. For the first time in the company's history, movemi (a subsidiary of the Migros Group, which also manages the Fitnesspark brand) announced a creative pitch and invited renowned agencies to take part in the competition.

Stuiq prevailed in the large pre-qualification process and ultimately pitched successfully against two other agencies for the national creative budget. The Zurich-based agency impressed with bold ideas and a fresh look. At the heart of the strategy is a relaxed approach to fitness: no overambitious fitness attitude, body cult or body-shaming, but simply having fun with exercise and feeling good. This friendly approach is intended to attract more fitness customers in the future.

Activ Fitness operates 127 studios throughout Switzerland. The new campaign will be on display from January 2026. In addition, Stuiq is also developing live experience measures to inspire people in the studios and at surprising touchpoints.

The latest Swipe study by the University of Basel shows that children under the age of two spend an average of about 20 minutes a day in front of screens, 2- to 4-year-olds about 38 minutes, and 5- to 6-year-olds as many as 45 minutes. The trend is clearly on the rise. A European study by the University of Cambridge also confirms that too much screen time can impair concentration, emotional regulation, and social skills. Especially in the early years of life, offline time is crucial for healthy development.

This is precisely where the new "Go Offline" awareness campaign comes in. Its aim is to give society a positive wake-up call. And without pointing a finger, but with a clear attitude - including tips and leisure ideas. Together with Zurich schools and municipalities, the creative agency Stuiq developed the campaign from scratch, implemented it creatively and staged it cross-media.

"We have noticed that children are increasingly showing deficits in language, motor skills and social interaction. This has an impact on both family dynamics and school operations. This is where we need to start," confirms Patricia Bernet, President of Uster's primary school. "The campaign masters the fine line of raising awareness without lecturing."

"Our task was to create awareness - in an approachable, scientific and guilt-free way," says Daniel Baumgartner, project manager at STUIQ. "That's why we rely on clear messages, strong images and activation that takes place in the middle of everyday life."

"Go Offline" ensures visibility and sends a strong signal for a more media-free childhood. At the same time, the campaign invites other municipalities to become part of the movement and allow the project to grow beyond cantonal borders.

Responsible at the City of Uster: Patricia Bernet (Primary School President), Andrea Faeh (Head of Childhood, Youth and Inclusion), Nicolas Mennel (Communications & Public Relations Specialist). Agency and film production: Stuiq AG

More information: go-offline-4.ch

The Zurich creative agency Stuiq has developed the naming and the striking label "BonBon" together with the ZVV. The name stands for the colorful and varied offer from which all members can benefit and sweeten their leisure time.

In keeping with the label, Stuiq has also developed an awareness campaign that uses original wording to promote the member program. The campaign is now running on various channels.

Responsible at ZVV (overall concept) Désirée Renold, Corinne Boner, Esther Grob, Andrea Kurmann; responsible at Stuiq (communicative appearance) Ronja Bangerter, Anna Kindlimann; responsible for photography Simon Opladen; responsible at Ubique (technical implementation) Simon Roesch

Car sharing helps. Because fewer cars means less CO₂ and more space. The Mobility cooperative invented car sharing over 25 years ago and can now boast impressive figures: 1 Mobility car replaces 18 private cars on average. Even more in larger cities. So it is clear that STUIQ and Mobility have built the image campaign together on this strong purpose.

The TV commercial and all digital motion assets were produced by STUIQ's in-house film production team. "I really like the style. An original chamber play in a narrow parking lot with only a few camera shots. Together with the grainy vintage look, we want to consciously step out of the familiar high-gloss world and stand out for more car sharing," explains Anna Kindlimann, CD and partner at Stuiq.

Responsible at Mobility Guido Zehnder (Head of Marketing Communications), Amela Becirbasic (Digital Marketing & Campaigns), Muzi Ünal (Social Media & Community); Photography Johannes Diboky Agency & film production: Stuiq; Styling Emilie Fischer; Media Mediatonic - Laura Brun (Senior Media Consultant), Max Stürzekarn (Senior Digital Media Manager), Ali Guihia (Senior Search & Social Consultant), Manuel Leston (Ad Ops & Tracking Specialist), Marco Rose (Co-Owner & Head of Strategy)

The central element of the current campaign is the new packaging for Falkenbier. This shows the reactivated "retro falcon" logo in different colors, which is used consistently across the entire beer range.

The campaign follows a simple but scalable principle: the visuals each feature a headline in addition to the can. Stuiq thus relies on a reduced but narrative concept that, according to the agency, is intended to emphasize the diversity of the products. "We are very pleased to go out with this fresh look and the diverse subjects and to surprise even Falken connoisseurs. Of course, we will remain true to our traditions and, above all, good taste," says Andrea Imthurn, Marketing Director at Falken. According to information, there will be more subjects in the future.

"Beer advertising is something very special for us. Everyone probably has many different associations, memories and experiences with the cult drink," explains Daniel Baumgartner, Stuiq's account manager for Falkenbier. "Every beer has its own special character and we want to convey this."

The campaign will be rolled out widely to the public, particularly in the core market of Schaffhausen, but will also reach an extended target audience in the neighboring cantons via digital channels.

Responsible at Falken Brewery: Andrea Imthurn (Director Marketing & HR), Nicola Wehrli (Marketing Specialist). Agency: Stuiq.

The city of Zurich was the first Swiss city to sign the "Circular Cities Declaration", adopt a circular economy strategy and approve a corresponding package of measures. With the aim of promoting the circular economy, ERZ is planning a temporary circular economy facility to prevent and reduce waste on the Josefareal site, near the former waste-to-energy plant between Hardbrücke and Viadukt. The facility is scheduled to be in operation from 2025 until the end of 2028.

In order to give the area and the new offer the necessary communicative power, create awareness and generate identification and involvement, ERZ looked for a creative agency for future collaboration as part of a pitch. Stuiq won the selection process and is currently in the middle of development and implementation.

In addition to the naming, purpose and visual appearance, the tasks primarily include communication relating to the circular economy offering. In future, the entire site will also become a place for people to meet and exchange ideas - with gastronomic and recreational offerings. To this end, ERZ is planning an opening in 2025 together with Stuiq, as well as awareness-raising measures with information dissemination.

The idea is to pass on items in good condition and lend out rarely used items at the car-free Josefareal. There are also repair offers for defective goods. The focus is on avoiding waste so that indirect greenhouse gas emissions can be reduced.

The temporary service acts as a testing ground to test and further develop new services in the circular economy. A modular offering is planned, which can change continuously during the four-year operation. ERZ will collaborate with third parties for the various services. Interested parties who would like to place their circular economy services on the site and rent space temporarily can contact Entsorgung + Recycling Zürich.

Walder Schuhe, one of the oldest shoe brands in Switzerland, is celebrating an impressive anniversary this year: 150 years. The campaign, which was designed by the creative agency STUIQ, combines tradition and innovation and focuses on the customer. With the central message "You are the greatest", the campaign celebrates the long-standing connection between the shoe store and its customers in a humorous way.

The campaign aims to present Walder as a modern, trend-conscious fashion brand. From humorous commercials to eye-catching OOH, DOOH and online placements, the campaign will be played out on various channels to achieve maximum reach. In the company's 28 stores, customers can also expect numerous POS highlights that celebrate the anniversary in a surprising and tangible way.

"We are not only celebrating our 150th anniversary, but also the people who have been with us all these years. Customers and employees - they are the greatest thing," says Daniel Walder, Managing Director of Schuhhaus Walder AG. Anna Kindlimann, CD and Partner at STUIQ, adds: "It's inspiring to work with a brand that values its tradition so much and is open to creative, modern solutions at the same time."

Responsible at Schuhhaus Walder AG: Daniel Walder (Managing Director), Sandra Furger-Walder (Management, Purchasing Children's Shoes and Accessories), Martina Walder (Management, Purchasing Men's and Women's Shoes and Accessories), Sabrina Meier (Marketing Manager), Stella Kizildag (Marketing Manager). Agency and film productionSTUIQ AG, Photography: Noëmi Bräm

The new image film for the Swiss Youth Hostels (SJH), produced by Stuiq, is all about great emotions. Vacations or overnight stays in one of the 50 or so youth hostels are unforgettable experiences. The offer is particularly attractive for young people, also because of the community building. However, the SJH's target group is not just Gen Z, but guests of all ages.

Emotional and humorous

The idea: once you've been to a youth hostel, you don't want to leave. The film shows several target groups - from young singles to families - who have to end their vacation and leave the youth hostel. Emotionally and humorously exaggerated, the individual characters are shown in different scenes that are intended to convey drama. The film is accompanied by a classical and involving score, which is intended to support the ironic and humorous tone.

Shooting in a real setting

The creative concept and film production both come from Stuiq. The in-house film unit of the creative agency shot the film in the youth hostel in Basel (Switzerland), in a real setting. The leading medium for the one-minute film is the movie theater. It is also being used on various online and social media channels throughout Switzerland and has been translated into several languages. Swiss Youth Hostels are celebrating their 100th anniversary this year. The film even made it to the finals at this year's New York Festivals - Advertising Awards.

Responsible at the Swiss Youth Hostels: André Eisele (Director Marketing and Communication), Linda Robel (Head of Marketing). Agency and film production: Stuiq AG. Directed by Hannah Dobbertin.

A series of visuals, which are used in both digital displays and social media ads, are intended to appeal to the target group - in situations that everyone can relate to. The communication is honest and sympathetic and is intended not only to create more awareness and strengthen the image, but also to build connections. Stuiq relies on an unembellished visual language that captures "shit happens" moments in an original way to emphasize the down-to-earth nature and credibility of the brand.