| Title | SWISS NATIONAL MONUMENT |
| Brand | BUNDESAMT FÜR KOMMUNIKATION |
| Product/Service | PUBLIC SERVICE |
| Category |
B11. Launch / Re-launch |
|
Entrant
|
FARNER, SWITZERLAND
|
|
Idea Creation
|
FARNER PR Zurich, SWITZERLAND
|
|
PR
|
FARNER PR Zurich, SWITZERLAND
|
|
Additional Company
|
AROMA Zürich, SWITZERLAND
|
|
Additional Company 2
|
FEDERAL OFFICE OF COMMUNICATIONS OFCOM Bienne, SWITZERLAND
|
Credits
| Philipp Skrabal |
Farner Consulting AG |
Chief Creative Officer |
| Irena Barbaric |
Farner Consulting AG |
Senior Consultant |
| Lucian Cadalbert |
Farner Consulting AG |
Project Manager |
| Martin Böni |
Farner Consulting AG |
PR Executive |
| Nina Wick |
Farner Consulting AG |
Advertising Consultant |
| Ibtissam Aiterrami |
Farner Consulting AG |
Junior Consultant |
| Melanie Bockhorn |
Farner Consulting AG |
Desktopper |
| Peter Thieu |
Farner Consulting AG |
Senior Web Developer |
| Marco Cavalli |
Farner Consulting AG |
Desktop & Electronic Publisher |
| Lukas Abegg |
Farner Consulting AG |
Junior Web Developer |
| Pascal Rohner |
Farner Consulting AG |
Senior Designer |
| Regula Marti |
Farner Consulting AG |
Multimedia Producer |
| Manuela Rocchese |
Farner Consulting AG |
Consultant |
| Michel Grunder |
Farner Consulting AG |
Head of Farner Berne |
| Ceng Dirlik |
Farner Consulting AG |
Motion Designer |
| Thomas Besmer |
Farner Consulting AG |
Digital Marketing & Analytics Specialist |
| Andrea Löpfe |
Farner Consulting AG |
Junior Digital Consultant |
| Senada Haralcic |
Farner Consulting AG |
Social Media & Community Manager |
| Renato Steck |
Farner Consulting AG |
Consultant |
| Janine Zundel |
Farner Consulting AG |
Consultant |
| Tillmann Clausen |
Aroma |
Project Manager |
| Marc Wiederkehr |
Aroma |
Head of Production |
The Campaign
.swiss stands for the many positive features of the Swiss brand which are recognized worldwide. For people to understand and experience the abstract concept of a virtual top level domain, the toplevel domain .swiss is brought to life as three-dimensional character.
To make it more tangible .swiss was placed in public places and together with Swiss national monuments. Artistic visual production and promotional live activities create public and media attention and are showcasing the domain’s underlying values and significance to Switzerland and potential applicants.
Finally a catchy claim shall summarize and capture in a nutshell everything that .swiss stands for.
Execution
Promotional live performances created media/public attention. The website became the virtual home and information hub, connecting all stakeholders.
Campaign and registration launched with a media conference by the Federal Councilor Doris Leuthard. Concrete value propositions, promotional live performances and testimonials created an abundance of content for media reports, online ads and posts on social media platforms.
Key target audiences and selected decision makers are reached through direct mailing, the intensive use of social media platforms, concerted ad-campaigns and promotional inserts in corporate and interest group publications.
A key stakeholder and media event launched the general opening of the registration. The first year achievements were celebrated with a life performance and a review video. Video testimonials of businesses gone live on .swiss created “success stories” that are presented online.
The campaign launch received national media attention. Reports in print media (unpaid) reached 4.3 million readers in the first two days and 22 million in the first month. During the first five months the website registered 43’000 visits and the reach on social media accumulated to 8 million users.
The client set the goal of 15’000 applications received within the first year. This mark was surpassed quickly, with already 20’000 applications received after only six months. Six months into the campaign 50% of all “Swiss Market Index”-companies, 44% of the 50 top employers, 71% of all Swiss banks and a third of the “Best of Swiss Web Winners 2015” had already applied for a .swiss address.
Within the first year after the launch 16’000 registrations have already been approved and are ready to go live.
The Situation
Being exclusively for Swiss organizations and institutions the new top level domain .swiss embodies typical swiss values and thus creates unique opportunities base on the international quality and recognition of the Swiss brand. The project demonstrates potential domain owners that it definitely is Swiss if they make it .swiss, identifying all the advantages and possibilities of the exclusive toplevel domain and thus creating a successful stream of registrations and active .swiss community.
The Strategy
Swiss businesses, organizations and institutions are defined as the campaign’s target audience. The decision makers were approached through storytelling via various online and classical media channels, as well as directly and indirectly through direct mailing, online and print ads. Intensive social media work played an important and integral part throughout the campaign.
The campaign was planned out in three phases:
- Tease: Set the stage, create public attention, provide information and involve target audiences.
- Sunrise: Create excitement and first wave of registration, privileged treatment of public bodies and owners of trademark rights.
- Landrush: Demonstrate impact, general opening of registration process, controlled assignment and supervised use of generic domain names (naming mandates).
The agency offered a one-stop communication solution in five languages, from conceptual work to production and live events.