UNLOCK SWITZERLAND

TitleUNLOCK SWITZERLAND
BrandSWISSCOM (SWITZERLAND) LTD
Category A09. Data / Insight
Product/Service-
Entrant HEIMAT Berlin, GERMANY
Idea Creation HEIMAT Berlin, GERMANY
Credits
Name Company Position
Guido Heffels HEIMAt, Berlin Chief Creative Officer
Arne Stach HEIMAT, Berlin Creative Director
Malte Bülskämper HEIMAT, Berlin Creative Director
Franziska-Maria Kaul HEIMAT, Berlin Copywriter
Anja Michel HEIMAT, Berlin Art Director
Lara Dunkel HEIMAT, Berlin Design
Tobias Weber Rocket Film, Zürich Director
Ralph Bätschmann Rocket Film, Zürich Cameraman
Kerstin Reulen Rocket Film, Zürich Executive Producer
Ricardo Colacurcio Rocket Film, Zürich Producer

The Campaign

Switzerland’s No.1 telecom provider SWISSCOM offers the best mobile coverage in the country. They wanted to prove this promise in a convincing way.

Creative Execution

SWISSCOM placed a vending machine next to a popular hiking trail in the Alps. Everyone who was able to enter a code on a mobile website got free drinks. But the vending machine was located at a place where only SWISSCOM has coverage. The SWISSCOM customers loved it – the customers of all other providers obviously didn’t like it so much. The stunt spread rapidly on social media and every third Swiss saw it online.

The SWISSCOM customers loved it – the customers of all other providers obviously didn’t like it so much. The stunt spread rapidly on social media and every third Swiss saw it online.

In Switzerland fierce competition prevails which provider offers the best mobile network. Swisscom’s strategy was to focus on its particular strength: the best coverage. But that should be more than just a promise. They wanted to prove it cunningly and impressively. To this end, they wanted to realize a campaign that people talk about. And people should be reminded that it’s worth being on the best mobile network.